I chose this acronym because of the contrasting association with the words DAM and Delightful. Years ago I won an award for my first illusionist portrait of a woman disguised in a New Zealand landscape. This was a pivotal moment where I realised that my work is often perceived in dynamic ways which reflected the multidirectional approach I have to all of my work. The name 1 DAM is in light of the English sarcastic response to things that may be unfortunate and undesirable. In response to these situations, people would say, “Oh… how delightful,” with sarcasm. This sums up how most of my early explorative work has been described to me as… “um… delightful.” So when given lemons, make lemonade with a cool brand name. I intend to be a delightful artist in the way I am original and unconventional as an working artist. I won’t make fast copies of any of my work, and I won’t run my business conventionally for anyone but myself. So the brand name also has a double entendre of “not giving 1 DAM,” and remaining delightful.