Why David Palmer of LOVE Doesn't Take Himself Too Seriously

It's his superpower

With 30 years of industry experience, David is founder and ECD of brand design agency LOVE. Clients include Nike, Möet Hennessy, Guinness, SK-II and Lucky Charms. The agency helmed the reimagining of the 400-acre Jim Beam distillery in Kentucky—which led to a nearly four-fold surge in attendance.

We spent two minutes with David to learn more about his background, his creative inspirations and recent work he’s admired. 

David, tell us …

Where you grew up and where you live now.

I grew up in a small town in the North East of England. And then daringly, I moved to Manchester in the North West of England.

How you first realized you were creative.

For four years, I was the undefeated champion of my school’s paste-egg Easter competition—where you take a hard-boiled egg and do something imaginative with it.

A person you idolized creatively, early on.

Maurice Sendak. He’s the writer and illustrator of Where The Wild Things Are. To this day, I can vividly picture each page of that book and the incredible sense of “elsewhere” in that story.

A moment from high school or college that changed your life.

When my high-school art teacher asked, “Have you ever heard of graphic design?” I hadn’t. But it’s what I’ve done pretty much ever since. Thank you, Mike.

A visual artist or band/musician you admire.

David Bowie. He was truly remarkable—visually and sonically. He created the blueprint for never standing still.

A book, movie, TV show or podcast you recently found inspiring.

Dune Part Two. Every scene is beautiful in terms of framing, composition, color, lighting and sense of drama. I had the pleasure of spending a few hours with the film’s director, Denis Villeneuve, when we did the Johnnie Walker Bladerunner 2049 Limited Edition. I’m happy to report that he isn’t just an extraordinary director. He’s a kind, gracious and curious human being. 

One of your favorite creative projects you’ve ever worked on.

Our work for Jim Beam. We’ve got one studio, based in Manchester, U.K., so to win a project as big as this from “across the pond” was a big deal. 

We overhauled the entire visitor experience on 400 acres. It was a project that utilized every skillset we have. It was immense, and it continues. 

A recent project you’re proud of.

Wildmoor, a new whisky brand from William Grant and Sons. The bottle is a gorgeous slice of geology—a topographic map of the North West Highlands of Scotland, cast in glass. We came up with the name, brand identity, packaging, retail design and OOH.

Someone else’s work you admired lately.

The New York Times for Kids covers. I feel green with envy when I look at them.

Your main strength as a creative person.

I don’t take myself too seriously.

Your biggest weakness.

Over 10 years, I’ve forgotten how to use Adobe Illustrator. And now half the studio uses it, and I feel like a dinosaur.

A mentor qho helped you navigate the industry.

Tim Parkinson, a client I met when Nike bought Umbro, and who subsequently left to be the Johnnie Walker CMO for China. He convinced me I was good enough. 

How you’re paying it forward with the next generation of creatives.

I try to run an agency that delivers creative opportunities that others in Manchester can’t. I want everyone at LOVE to be able to say they’re good enough to work for big clients on a global stage. Because they are.