Turner Duckworth Work Is Subject of New Book

Evoking Genuine Emotions

Turner Duckworth is the subject of a new book – I Love It. What Is It? – published by Phaidon in the UK on February 24 and in the US on February 28. The new book tells the shared experience, instincts, and insights behind the three-decades-plus-old studio, founded by David Turner and Bruce Duckworth, through a collection of essays that examine the studio’s most recognizable work, including Amazon, McDonald’s, Coca-Cola, and the band Metallica.

Written in collaboration with Gyles Lingwood, Professor of Business Creativity at the University of Lincoln, whose work has been honored by D&AD, British Interactive Media Association, and US Creativity Awards, the book features contributions from twenty renowned industry figures, including Morgan Flatley, Global Chief Marketing Officer and New Business Ventures, McDonald’s; Moira Cullen, former Design Director of Coca-Cola North America; Linda Lee, Chief Marketing Officer of Campbell’s Meals & Beverages; Stefan Sagmeister, an internationally celebrated designer; and Jessica Spence, North American President of Beam Suntory.

Each essay explores the essence of design and how to harness it through branding, packaging, and art. It reads like an insider’s guide to what can often be seen as an insular corporate world where high-level decisions about the branding and logo design, and the feel of products and packaging for the many products in our lives, are made.

Sarah Moffat, Chief Creative Officer of Turner Duckworth, says: “As a company, we’ve never adhered to the conventional practice of having a business plan. There’s no claim to pioneering a radically new approach, nor can we pinpoint a single genius move that propelled us to success. Our foundation is rooted in doing what feels right. To capture the essence of this powerful emotion, we reached out to 20 kindred spirits, affectionately known as Turner Duckworth friends and family, to share their experiences from various aspects of the creative industry.” Moffat adds that the book is not your typical agency retrospective or a step-by-step design manual. Rather, this is a book for anyone who’s interested in cutting through complex mental clutter and evoking genuine emotions.