I Love It What Is It?

I Love It. What Is It?: The Power of Instinct in Design and Branding
By Turner Duckworth and Gyles Lingwood

I Love It. What Is It? explores the essential role instinct plays in creative decision-making, especially in the fast-evolving world of branding and design. Drawing on decades of experience, the award-winning agency Turner Duckworth—famed for work with brands like Coca-Cola, Amazon, and McDonald’s—shares its unique perspective on how bold, instinct-driven choices shape unforgettable identities.

This visually rich book includes more than 150 color illustrations and features essays and reflections from over 20 thought leaders in the fields of design, marketing, and business. Contributors include high-profile creatives and executives who reveal how great design isn’t always about logic—it’s often about trusting your gut.

Topics range from creative process and risk-taking to client collaboration and the power of storytelling. Blending sharp insights with practical wisdom, this book is both an inspiration and a toolkit for designers, brand strategists, and creative thinkers.

I Love It. What Is It? is a compelling case for instinct as one of the most powerful tools in any creative’s arsenal.