Eso Tolson: The Storyteller in Lettering

Letters are more than symbols — they’re vessels of culture, emotion, and identity. For Eso Tolson, a Memphis-based strategist, designer, and writer, lettering became the language through which he tells stories and builds community. From Times Square campaigns with Coca-Cola to grassroots projects that celebrate civic pride, Tolson has carved out a space where creativity and strategy meet purpose.

In this exclusive conversation with ARTist Feature Magazine, Tolson reflects on his creative journey, the artists who’ve influenced him, and the lessons he’s learned about storytelling, vision, and letting go.

How did your journey with typography begin, and who or what sparked your passion for it?

It started years ago. Honestly, it was probably back in kindergarten when I was first learning how to write letters. I was always drawn to letters and letterforms. My mom would do really cool things with letters for birthday cards, and my grandma had beautiful penmanship. I just loved how the letters looked. When I studied graphic design in school, I was always interested in fonts. I loved the way they conveyed different feelings, emotions, and styles.

A lot of my design work was type-heavy, and when I started drawing letters myself, I was searching for something that really spoke to me, something that represented what I wanted to see. So, I grabbed my sketchbook and started creating. I experimented with different styles, different looks, and different messages I wanted to express. Over time, I developed what has now become my style. It took a while, but I think it really captures what I wanted it to feel like.

I always wanted my work to feel accessible to people—stylish, creative, and full of personality. And I think it does that. But when I look back, I realize I’ve been working with letters for a very long time.

Who are your top three typography artists, and what about their work resonates with you the most?

My top three lettering artists would be:

• First, Saul Bass. He was an American designer best known for creating the opening sequences for Alfred Hitchcock’s movies, but he also designed some of the most iconic logos of his time. His lettering work, especially in those Hitchcock posters, really stood out to me. I loved how creative, organic, and raw his letters felt. Like they had been touched by someone’s hand—they felt warm rather than cold and mechanical. He’s had a huge influence on my own work, for sure.

• Second, Adé Hogue, who, unfortunately, passed in 2021. He was actually the first Black lettering artist whose work I was super impressed with online. His work was so cool and creative, and our conversations about being Black in this industry and amplifying other Black lettering artists were really meaningful. That connection meant a lot, and his influence and legacy live on.

• Finally, Simone Wilder. I love her approach to lettering. Most recently, she’s been painting signs with letters, words, and phrases that are just really dope. Her work feels familiar—it reminds me of the signs you’d see at a corner store or supermarket. There’s something so charming and unapologetically Black about her exploration, and I love that.

Your career has spanned incredible milestones—from your work in local community centers and museums to being showcased in Times Square with Coca-Cola, collaborating with Dana James Mwangi and Cheers Creative, and speaking on the TEDx stage. What role has storytelling played in shaping these achievements, and how do you approach storytelling in your art?

I’m big on connection. I love connecting with people. I love sharing stories and perspectives, and storytelling is how I share who I am and what I’ve experienced. I know my story is mine, but I also know the core of it isn’t solely unique to me. Someone else might feel the same way or just need to know they’re not alone. Storytelling allows me to create that connection.

That’s how I ended up working with Coca-Cola and ended up in Times Square. I was sharing about joy and why it was important to me. Coca-Cola saw it and brought me into a group of artists who were also talking about joy. The same thing happened with TEDx. I was talking about chillin’, why chillin’ was important to me, why it’s important for all of us. They saw that message and thought it was worth amplifying.

“Storytelling allows me to create connection. And connection builds community.”

As a multidisciplinary artist, what advice would you give to someone starting in your field? Is there a piece of wisdom you wish someone had shared with you earlier in your career?

One thing I’ll say is: have an idea of where you want to go. Have a destination in mind. If you want to become a world-renowned artist, speak about your work, or create mind-blowing projects—whatever it is—know where you’re headed, but keep the journey open. There are many ways to get there. Depending on the route you take, you’ll meet different people and have different experiences. But no matter which path you choose, you’ll still reach your destination.

So have a vision for where you want to go, but stay open to how you get there. Because once you decide, the rest will fall into place. You’ll face challenges, but you’ll also have some incredible surprises along the way. Enjoy the ride and watch what happens.

Throughout your career, what has been your biggest challenge, and what valuable lesson has it taught you?

My biggest challenge has probably been letting things go. On any journey, there will be things you start doing and people who’ll join you. But not everything or everyone will continue on that journey with you. When something ends, it doesn’t mean it’s lost its value or significance—it just means you received everything you needed from it.

Some people and things are only meant to be in your life for a season. While they’re with you, they matter. And even after they’re gone, they still matter. The hard part is letting go. But letting go also creates space for something new. It’s an invitation for something else to come in. Trusting that whatever comes next will give you what you need for this part of your journey is key.

Looking ahead to the new year, what exciting projects, collaborations, or goals are you working on that we should keep an eye out for?

I’m really excited about the work I’m doing with Grae Williams, another brilliant artist and my best friend. We started a consultancy called The 5ifth Floor, where we help entrepreneurs and business owners cut through the noise and focus on what actually grows their business. Instead of giving clients ten ideas to chase, we help them find the one move that will have the biggest impact and then show them exactly how to execute it.

Connection has always been at the heart of what I do, whether through design, words, or strategy. I’m still doing lettering work, just not as constantly as I was before. But when it’s time to speak on something that matters—whether it’s joy, rest, Black culture, or civic pride—I always find a way to put it out there.

About Eso Tolson

Eso Tolson is a strategist, designer, and writer who helps communities and business owners build clear, compelling identities that create real momentum. He’s the creator of Embrace Your Inner Memphis and Maneware, and co-founder of The 5ifth Floor, a consultancy that helps founders identify and execute their highest-leverage business move.

His lettering work has been commissioned by Coca-Cola, Sprite, Best Buy, and the Star Tribune. He’s also a TEDx speaker and contributing writer for TYPEONE magazine. Tolson’s work bridges culture, clarity, and action—helping people lead with purpose and grow with confidence.

Discover more of Eso Tolson’s work on instagram & facebook @coolurbanhippie. Stay tuned to ARTist Feature Magazine for more conversations with the creatives shaping our culture and community.