Brand Tone

raw, visceral, authentic, and unapologetic. It is deeply serious and introspective, yet carries an undercurrent of resilience and defiant hope. The communication is direct, honest, and avoids sentimentality, reflecting the stark nature of his artwork. There's a "contradictory chimera of (and sly commentary on) toughness and fragility."

Brand Values

• •Emotional Honesty
• •Authenticity
• •Resilience
• •Advocacy
• •Artistic Integrity

Best Practices

• •Embrace Raw Honesty: All copy should be direct and unflinching. Avoid jargon, clichés, or overly polished marketing language. The language should feel as real and unfiltered as the art itself.
• •Speak from the "I": When appropriate, use a first-person perspective that channels Derek's voice. This reinforces the personal nature of the brand and the art's connection to his life.
• •Focus on Emotion, Not Just Aesthetics: Descriptions should go beyond the visual and tap into the feelings the art evokes: angst, struggle, resilience, pain, catharsis. Use powerful, evocative words.
• •Connect Art to Advocacy: Regularly and seamlessly weave in the themes of mental health and recovery. Frame the art not just as a product, but as a tool for dialogue and de-stigmatization.
• •Maintain a Serious and Respectful Tone: While the brand is connected to the rebellious spirit of punk and metal, the core message is one of serious introspection. The tone should be respectful of the subject matter and the audience's connection to it. Humor, if ever used, should be dark, wry, and used sparingly.

Social Perception

Derek Hess is perceived by his audience as a singular and courageous voice. He is seen as an "Art God" by some, yet his openness about his personal struggles has made him more approachable and relatable. His fans feel a deep, personal connection to his work, often seeing their own struggles reflected in his art. This has cultivated a strong sense of community and loyalty around his brand. The broader public and art world recognize him as a significant contemporary artist whose work is housed in prestigious institutions like the Louvre and the Rock & Roll Hall of Fame.

Copy Examples

• •From the chaos, a line is drawn. 'Internal Dialogue,' the new print from Derek Hess, captures the noise that rages within. Not to glorify the struggle, but to acknowledge its existence. Own a piece of the conversation. Available now.
• •Some days, the weight is visible. This piece was born from one of those days. Art is my therapy, a way to put the invisible on paper. It's a reminder that you are not alone in the fight. #DerekHess #MentalHealthAwareness #ArtAsTherapy #YouAreNotAlone
• •Wear your truth. The Strhess collection is more than fabric and ink. It's a statement. A shield. A silent acknowledgment of the strength it takes to face each day. Shop the new designs.
• •Derek Hess returns. 'Not Going to Stop... Until I've Gone Too Far' is an unflinching look at spirituality and recovery. New works that push boundaries while holding onto the raw, emotional honesty that defines the journey. Opening November 15th.
• •Art isn't meant to be pretty. It's meant to be honest. For over three decades, Derek Hess has chronicled the human condition through raw, visceral imagery. From iconic concert posters to the walls of the Louvre, his work confronts the darkness to find the sliver of light within. This is art for the survivors, the fighters, the beautifully flawed.