What excites you most about the evolution of branding and creativity in the coming years?

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What excites you most about the evolution of branding and creativity in the coming years?

As we continue to adjust to the post-pandemic age, the design industry is at the cusp of a seismic shift. We’re approaching what Creative Culture Officer Rachel Gogel describes as a “more exciting—and uncomfortable—future” in which the choices and actions of designers will be instrumental in driving positive change.

Brandi Steele, Art Director & Designer (Pinterest, Airbnb, LuluLemon)

"What excites me most is the potential for a new period of design. In my opinion the last couple years have sent us all into a bit of a slump and made us question a lot of our traditional practices. Post pandemic, as we advance into the “new normal”. I'm excited to see how this period transforms into new thoughts, and new ways of executing design."

Rachel Gogel, Creative Culture Officer (Self-Employed, CCA Professor, AIGA SF)

“I believe there's no better time to be doing what we're doing: globalization has begun to destabilize the hierarchy of big names in favor of smaller practices and independent designers from around the world, and that gives me hope. Over the next few years, I expect the world of branding and creativity to propel into a more exciting—and uncomfortable—future. Operating within an increasingly connected and global world, designers will need to keep challenging long-established rules of taste, calling out structural inequalities, and questioning who has been and is still excluded from the field, particularly in leadership positions."

“Designers will need to keep challenging long-established rules of taste, calling out structural inequalities, and questioning who has been and is still excluded from the field, particularly in leadership positions.”

Rachel

And as new ways of working continue to evolve, the availability of new and more advanced tools has pushed the parameters of what is possible, for even the smallest of design practices.

Elliott Moody, Founder & Managing Director (The Brand Identity)

“The evolution feels unknown, and that's what is exciting to me. We have to adapt to the ever-changing demands of the world we're creating for. AI, algorithms, new software, etc. They're inevitable, so we should learn and embrace all of them in our practices. We’re going need to!"

Sina Mossayeb, Chief Design & Product Officer (Medable, Expa, Ideo)

"With the foundation of so many ideas combined with a superstructure of so many tools in place to help execute, we can get deeper into more innovative, conceptual thinking instead of just focusing on the execution."

“AI, algorithms, new software, etc. They're inevitable, so we should learn and embrace all of them in our practices. We’re gonna need to!”

Elliott

Nick Monkhouse, Co-Founder (A LINE)

"The increasing awareness and openness towards fresh creative thinking, combined with the incredible tools and technology we’ll have at our disposal. I think the days of homogenous and opaque corporate brands are coming to an end, and as brands become more expressive, and more human, this will drive the trust and transparency we all want. In addition, the opening up of the creative world to be more inclusive and equitable will hopefully create a more interesting and eclectic landscape."

But with new tools and opportunities to experiment comes responsibility. As brands are held accountable for their creative work, there is an increased imperative to be more thoughtful and considered. Because “feelings, not analytical thinking, drive an estimated 85% of buying decisions.”

Maria McLaughlin, Creative Director (Abnormal Security, Apple, American Express)

"Creative work has to mash-up IDEAS, and brands have to make people FEEL. Both have to drive metrics and numbers to EVIDENCE their existence. There has to be more focus on what we do, why it matters, and, how we prove it."

“The emergence of successful creative-led brands will herald an era of creative risk-taking.”

Chester

Chester Chipperfield, Co-founder & Angel Investor (Fabric, Tesla, Burberry)

"The emergence of successful creative-led brands will herald an era of creative risk-taking. That, alongside a recognition that brands need more empathy, and to be more understanding of the world around them, means that we’ll need to create more thoughtful, considered, and ultimately exciting, brands."

And as brands make the empathic leap, they are becoming more confidently self-expressive. Challenging creativity to share their real character with the world, without the need to follow others.

Pip Bingemann, Co-Founder & Strategist (Unstoppable, Trilingual, Ikon)

"The counter-trend against simplification. Over the past 5 years or so, the simplification trend has turned creativity into homogeneity. Personally, I'm looking forward to changing direction and putting creativity at the center."

Barney Fagan, Motion Designer (Polkadot, Minute Books, A LINE)

"Personally, I feel branding and creativity are becoming less and less literal to the product. Content creators and influencers are leading brands in generating expressive content which communicates a brand's character, rather than just what they offer. I believe in the next 2-3 years (and beyond) branded content will become more about capturing character and values in a creative, expressive manner."

“Over the past 5 years the simplification trend has turned creativity into homogeneity. Personally, I'm looking forward to changing direction and putting creativity at the center.”

Pip

Kateryna Romanova, Associate Director, Design & Concept Development (Juxtapose)

"We're witnessing exponential trends when it comes to speed and access to creative tools - without sacrificing high-quality results. We can be more creative than ever before if we properly leverage automation. Against this backdrop, I'm excited about two things: First, using branding not for its own sake but as a strategic tool for building successful companies. Being tuned in to the business needs helps prioritize the most impactful work that creative and brand agencies can deliver. Second, I'm interested in brand maintenance. It's important to acknowledge that no brand is one-and-done, and every brand needs continuous engagement and evolution."

Victoria Sun, VP & GM New Markets, CMO, Founder (Curology, Amazon, Wharton)

"I think consumers are right that so many new brands look and feel the same. A crowded landscape makes it harder to get people's attention, and this homogeneity means big opportunities for companies who’s branding, product offering, and ethos have a unique and creative point of view."

I'm excited about two things: First, using branding not for its own sake but as a strategic tool for building successful companies.

Kateryna

Alex Kuusik, Creative Strategist & Copywriter (Nike, Dyson, Rapha)

"We are seeing a shift towards brands that are becoming more ‘porous’. Brands that are listening more and allowing themselves to be shaped by their customer as part of an ongoing dialogue. If ‘creativity’ is feeling increasingly homogenized and opportunistically trend-driven, I’m excited to see how brands will reclaim what they really stand for and connect to people with a more honest approach."

ChatGPT, Artificial Intelligence Chatbot (OpenAI)

"As an AI language model, I'm excited about the potential of branding and creativity becoming more inclusive and diverse, reflecting the unique perspectives of different cultures, identities, and experiences. I'm also intrigued by the increasing use of emerging technologies, such as augmented reality (AR) and virtual reality (VR), to create immersive and interactive brand experiences that push the boundaries of traditional branding."

FUTURE INSIGHTS

We are entering a new era of design in which creatives will challenge long-established rules.

Creatives are more instrumental than ever before in affecting positive change.

The availability of tools has opened endless new possibilities, but intentionality is everything.

Customers need an emotional connection with brands, and brands are starting to listen.