Through this project I approached the street photography in a less conventional way. I built my own lens and turn it towards signage. I made the lens because of my, and our, as humans, passion for patterns for kaleidoscopic images.

I choose to photograph signs because they are part of our culture and our cityscapes. Companies are spending millions in designing them. They have to tell the story, they are the first impression, they can make the difference between success and failure. The main goal of their designers is to create a brand, a sign easy to be memorized and recognized, and with my lens I broke the rule, but in a way that the viewer can still recognize the subject. Each image is influenced by its position, by other signs, they kind of reflect and influence each other. Just like they do with the place where the brand is present, it can “improve” and influence an area. And it all starts with the sign.