Oftentimes when we see branding and identity work in our industry, it is related to the act of enumerating the definition of a second party. But Steve Rura, a New York City graphic designer, has taken the brave tread of ascertaining the existence of himself in his poster for The Strange Attractor. Starting at the highest possible level of actuality, the Universe, he then breaks it down tier by tier until he arrives at the most basic stratum of his being. A quote by Albert Einstein, which describes the human desire to compact ourselves to only what we know and want, is stated at the bottom of the trail as almost an explanation to why Steve took upon this exercise.
Along this journey towards blunt self-awareness, Steve implants his observations on several levels with humorous descriptions of how he views this particular part of his person, reassuring us that while the world may seem like uncharted territory, it is our own interpretations of each place that bring it to life. While the truth of the matter remains that there are some things we avoid realizing about ourselves because we dislike the way it sounds, these personal spaces still are and always will be a part of our souls. Steve's art brings us a step closer to understanding and accepting the latitudes of where we are.