About Us

What Does PrivaCo Do?

PrivaCo takes ideas and imagery that the political right has largely co-opted and flips the messaging back to supporting messages of basic freedoms and rights for the oppressed. 
Some designs are also just made to be gently poking fun.

Why Start and Why Use American Imagery?

PrivaCo is a project I have wanted to launch for a long time. My non-binary child saw the designs I had made and encouraged me to do it. Even though they knew 2025 feels late, we agreed better late than never.
Originally I was inspired by seeing the Gadsden Flag, the well known yellow flag with ‘Dont Tread on Me’ below a rattlesnake. It always seemed to be flown by people more than happy to tread on someone else's rights - non-whites, LGBTQIA+, etc.
What Chris Gadsden created to communicate that the [United States] will fight for freedoms in the face of oppression was not about minor inconveniences purchasing firearms or unregulated car modifications. And it certainly never meant that Americans should use personal ideologies to restrict the rights of others. So I wanted to turn the message back around on the people that misuse it.

A Note on Presentism

Presentism: In this context, we mean an attitude toward the past dominated by present-day attitudes and experiences.

Turning American imagery and ideas back towards freedoms that did not exist when the imagery was created may feel to some to be improper. The Gadsden flag, for example, was not created to fight for LGBTQIA+ rights in 1770. But now, as in 1770, it is meant to represent the American fight for all people to have the same freedoms, including freedom of, and from, religion. The US was written to continue advancing those freedoms, to be a beacon of them worldwide. That is why we turn those images back on the people that use them today for precisely the opposite.