What makes an advertisement worth keeping?

I started collecting matchbooks in 2021. Like film photographs, they’re tangible reminders of places I’ve been. But they’re also advertisements that people voluntarily bring into their homes. I photographed 24 matchbooks from my collection and built an interactive archive to explore how businesses use the same small format to communicate their identities.

Collect: Selected 24 matchbooks from restaurants, hotels, bars, and shops.
Document: Photographed each matchbook and cataloged its colors, typography, imagery, and format.
Build: Created an interactive gallery to sort, filter, and compare the designs.
Compare: Examined how design choices, personal memories, and perceptions of a brand influence which matchbooks I value.