2025 Creative Trends Report: What’s shaping the year ahead?
The world of brand, digital, and campaign creativity never stands still – and neither should you. Our team has sifted through industry predictions, expert insights, and our own experience at the cutting edge of creative strategy to bring you 10 unmissable trends shaping 2025.
From the revival of timeless typography to the next evolution of motion branding, these trends aren’t just fads – they’re opportunities to create future-proofed and emotionally resonant brand experiences.
What’s making waves in 2025?
1. The return of the serif
After years of sleek, minimalist sans-serifs dominating the design world, brands are embracing the personality-packed, heritage-driven power of serif typefaces. But it’s not just about nostalgia – it’s about meaning. The best type choices aren’t trend-led; they’re strategically relevant.
Example: The New York Botanical Garden’s custom typeface elegantly echoes nature itself. Thorn-like serifs, fluid curves and an organic feel that strengthens the brand’s storytelling.
2. Made to move
Brands are weaving motion into their DNA, not as an afterthought but as a foundational part of their identity. In 2025, we’ll see even more brands using fluid, dynamic design to engage, captivate, and tell richer stories.
Example: The Natural History Museum’s identity, crafted by Pentagram & Nomad, transforms a simple formation found in nature into an adaptive, ever-evolving motion system.
3. Variable typography takes centre stage
Typography isn’t just a visual element, it’s an experience. In 2025, brands will push the limits of variable fonts, moving beyond simple weight shifts to explore dispersion, angles, and hyper-customisation.
Example: Peerspace’s identity by Mother London embraces this fully – leveraging ever-changing dynamic typography to reflect its core insight, ‘Peerspace opens doors’. The result? A flexible, infinitely customisable system that keeps audiences engaged.
And that’s just the start…
This year’s creative shifts include AI-driven design, sustainable branding, taboo-breaking content, and fresh B2B marketing tactics – each one shaping the way we connect, create and convert.
Want the full picture? View the full report here.
What does this mean for you?
Trends aren’t about blindly following the latest look. They’re about staying ahead. Understanding what resonates, what’s next and what’s right for your brand.
So, where do you go from here? If your brand, campaigns, or digital presence needs a fresh perspective in 2025, let’s talk.
