As we approach 2025, the creative industry stands at a fascinating crossroads. The rapid evolution of AI is reshaping how we think about design. To gauge the industry’s mood, we’ve spoken to leading creative directors, agency founders, and industry visionaries about the trends they believe will define 2025.
Their insights reveal a complex landscape where technology and humanity intersect in unexpected ways. And in these changing times, they’re very much worth paying attention to, even if you’re the sort of person who generally ignores trends.
Because it’s no exaggeration to say that this moment feels like it’s going to be pretty pivotal in design history.
That’s how Jan Eumann, executive creative director at Wolff Olins, is feeling right now, anyway. “Generally, we try not to worry too much about the big trends in graphic design,” she begins. “Instead, we focus on where society is headed and how we can have a meaningful impact where it matters. That said, in terms of what work looks and feels like, we’re clearly in one of the most transformational shifts in technology since the introduction of the computer.
“AI has been central to many, if not most, conversations about technology over the last few years,” she continues. “But considering the increasing maturity of tools and applications, there’s no point watching from the sidelines any more.”
Yet, although AI might be the biggest story, it’s not the only one. Every action has an equal and opposite reaction, and the rise of AI has also produced a number of counter-trends that designers also need to know about. Plus, of course, there’s plenty of other stuff going on in the design world beyond that. So read on as we outline the 10 biggest design trends that are captivating design leaders’ minds right now.
1. AI moves to the final output
The conversation around AI has shifted dramatically. Whether you love it or hate it, one thing’s for sure: you can no longer ignore it.
Some, like creative director Michael Freimuth, are giving it a cautious welcome. “As a relatively early adopter, I’ve enjoyed seeing creatives become less intimidated by AI and more experimental with it,” he says. “Using it in more practical applications as a tool has been a nice antidote to the ‘deer in headlights’ vibe from last year. Understanding its limits and strengths, as well as when it’s creatively soul-sucking and awful versus experience enhancing, feels like progress.”
A collaborative zine produced by Franklyn and Michael Freimuth highlighting ai artists across an array of themes and visual exploration
As our special report earlier in the year shows, many agencies have already incorporated AI into processes such as idea generation, prototyping and mockups. But even if you’re not keen, OMSE founder James Kape points out that this emerging tech will still find you, somehow or other.
“AI has deeply embedded itself into everyday design tools,