What The Hell Is This?: Creative Freedom, Brand Growth
Discover an untapped magic that empowers design to drive brand growth.
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From da Vinci to Rorschach, artists, psychiatrist and scientist, have studied what people see and the emotional value they perceive. Artistic intensity changes the way people see. The way designers see. The way clients see. The way consumers see. Creative freedom liberates artistic intensity. Increasing the catalytic power of art. Eliminating preconceived ideas. Start from a better place.
Are you ready? This book will teach you how to:
Take leadership of the brand identity process.
Wipe out preconceptions and creative blocks.
Empower yourself to make genesis decisions.
Clarify the expression of brand distinction.
Immerse into the ideal consumer’s world.
Transform brand growth opportunities.
Enjoy your creativity again and again.
...and much more.
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Tom Cox is a graphic artist, brand designer, creative director, writer, coach, and speaker who is fanatical about the value artistic intensity adds to brand identity. With a career spanning over 30 years, he has earned a reputation for distinctive creativity, strategic focus, and transformative leadership. Tom is deeply inspired by change-making artists and designers who provoke thought, challenge norms, and spark transformation. Artistic intensity continues to fuel his passion for using art as a catalyst for change in business and life.
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From a massive fail to 30 plus years in brand identity, in What The Hell Is This?, Tom reveals in detail his immersive Brand New Eyes approach for creating game-changing brand identities. It is a quick read, how-to framework inspired by the enlightenment of art history. This savvy vision-casting process applies insights from art movements like Expressionism, Portraiture, and Cubism. Perspectives that can enhance results for any creative enterprise.
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Everyone benefits…
Designers become known for work that adds value.
Creative Directors avoid client discontent.
Brand Leaders gain confidence with subjective decisions.
Startups prevail over risk avoidance.
Entrepreneurs raise the brand energy level.
Creators shun apathetic reactions.
Students break away from ‘well crafted’ sameness.
and most of all, everyone can elude responses like “What the Hell is This?”
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Tom’s journey began at The Coca-Cola Company where he learned to blend the symbolism of design with the emotional power of branding to build connections. A few of his notable achievements include creating identities for Coca-Cola, Surge, Holiday Inn, Coca-Cola x NASA, Coca-Cola x Super Bowl, The Smithsonian National Zoo, The City of Woodstock, and Alma Coffee.
WHAT THE HELL IS THIS?, his debut book, is a culmination of his years of experience offering a compelling roadmap to navigate creative freedom in order to achieve the intensity needed to create transformative opportunity. Seasoned or aspiring creatives will be encouraged, empowered and equipped to thrive in the competitive arena of brand identity. Entrepreneurs and brand leaders will discover a better process for working with creatives to increase the value of their brands.
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