If there is one life-altering realization that the pandemic emphasized on brand design leader James Sommerville, it is the fact that change is inevitable and that it can be viewed as something good. The pandemic called for a transformative approach in doing business and he could not have picked a better time to introduce something awe-inspiring. Being the seasoned and exceptional creative that he is, Sommerville opted to demonstrate innovation by recalibrating his creative agency and transforming it into a global brand called Known Unknown.
Known Unknown is designed to be a creative platform that will deliver phenomenal results to clients by using some of the world’s most advanced technologies in automation, artificial intelligence, non-fungible tokens (NFTs), and crypto currency for a massive number of users. It is a 100% distributed model with the goal to connect creatives from all disciplines located all over the world to mentor, share, collaborate, and grow together.
Reinventing the perspective and standards of traditional creative agencies is proving to be an exciting experience for James Sommerville as he steps away from his high-profile roles, such as being the Vice President of Global Design at The Coca-Cola Company. Doing this enables him to inject change where it is needed the most and introduce a new way of doing things.
Known Unknown is designed to lead the creative industries as it leverages machine learning, crypto, AI, and other emerging technologies that will keep it ahead of its competitors. As early as now, its founder envisions establishing formidable relationships with more 200 clients and working strategically toward making their brands industry leaders as well. With its potential to generate five million creative members in the next few years, James Sommerville is confident that it will evolve into the world’s most creative community in just a few years.
He strongly believes that opportunities still abound despite the threat of COVID-19 and that it should not be a hindrance to elevating the creative industry, especially with the rise of brilliant creatives around the world. In fact, creatives can sign up to Known Unknown and enjoy limitless possibilities. Brands can also opt to partner with the platform to further their business interests, and entrepreneurs can find many forms of inspiration from Known Unknown.
James Sommerville’s unique perspective on the needs of the branding world is something he acquired in the 35 years he worked alongside numerous brand owners as the ATTIK founder and a high-ranking executive at Coke. Just recently, he has been asked to globally rebrand big brand names, including Google, Ford Motor Company, HP, Kellogg’s, Pringles, Nature Valley, and Elanco.
Under his leadership while with Coke, he led the creative team behind the successful branding of the Coca-Cola trademark, Diet Coke, Sprite, Fanta, Minute Maid, Powerade, and Mello-Yello, to mention a few.
He also spearheaded key programs for the Coca-Cola Company, including the Coke bottle 100 years celebration in 2015, Taste the Feeling OOH global campaign in 2016, Workplace 2020 design for global HQ and offices, Rio 2016 Olympic visual identities, FIFA 2012 in South Africa, FIFA 2014 in Brazil, and FIFA 2018 in Russia, among others.
James Sommerville developed his design company called ATTIK in 1986 after receiving a start-up grant of £2,000. He established his company in his grandmother’s attic bedroom in Huddersfield, West Yorkshire, UK, at the young age of 19. After 25 years in the business, ATTIK has successfully expanded to other key areas, including Leeds, London, New York, San Francisco, Sydney, and Los Angeles. He eventually sold the company in 2007 to a Japanese company known as Dentsu Advertising. He remained with the company until 2013 in a leadership global agency role.
With Known Unknown gaining momentum to become a trailblazer in the design industry, there is no doubt that James Sommerville will emerge with groundbreaking creative ideas in the next few months.