1. Social Excellence
Some of the best work we've seen is from brands and agencies not just raising awareness of cultural issues but actively creating solutions for them. Technology will play a huge part in helping brands to communicate the transparency of their processes, practices and ongoing collaboration, communication and education in this area.
2. Generative Creativity
AI offers appealing ways to amplify our creativity as individuals and across professions. Kat Mellor, designer at Pearlfisher, comments: “In 2023, from imagery to copy and even coding, AI will become a game-changing toolkit for humans to design with, opening up the possibilities of what we can create for brands.”
3. Digital Craftsmanship
Digital design is now an established form of artistry, defining a rich, refined and sensorial visual language. The next step in its development is how emergent 3D design directions will begin to diversify and invite more distinctive expressions of movement and textures to shape future aesthetics.
4. Counter Corporate
Traditionally impenetrable brand sectors are embracing a new style of ‘counter corporate’ communication. "The popular quirky, friendly voice is now entering more conventionally conservative spaces like banking and insurance. But the expectations of banks and so on — reliability, trustworthiness, security – demand that this type of voice is carefully controlled, even when trying to defy category norms,’ explains Reuben Fox McClure, writer at Pearlfisher.
5. Irreverent Aesthetics
From anti-beauty to anti-design, creatives are challenging the status quo and playing with unpolished, visceral and provocative styles of image-making – evolving our understanding of beauty and good taste. This will uncover a new kind of authenticity and reliability that acknowledges that we’re not always the idealised, curated selves we’re encouraged to present to the world.
6. Asset Activation
Brands with iconic equities are exploring new-found freedom in how they express themselves. “So much of how you can flex your core, as an iconic brand, comes down to the confidence you have in your assets. People will remember what's unique and distinctive about your brand,” says our creative director, Matt Sia.