Geirþrúður Finnbogadóttir Hjörvar (b.1977, Reykjavík, Iceland) is a conceptual artist whose practice encompasses sculpture, text, video, and critical theory. Heimir is a performance-lecture that interweaves the history of insurance supervision in Iceland, reinsurance with reference specifically to the Icelandic Reinsurance company, the development of individual insurance companies and interest groups, alongside the visual language of logos, advertising, and rebranding, both locally and internationally. The narrative unfolds through the structure of an online search, where one thing leads to another, guiding the audience through a flow of imagery found on the internet (logos, slogans, and corporate identities) examined with a critical and humorous eye. By exposing the internal contradictions in the language and visual strategies of the financial and insurance sector, the work reflects on regulation as both an aesthetic and political phenomenon under the theme of deregulation.