Design Directions 2024
Jonathan Brown
VP Design
Last year, we said that while design trends are fleeting, design directions persist and evolve over time. This principle held true for AI and its ongoing influence, as well as for several of the other directions we explored in 2023, such as inclusive imagery and colorful optimism. For 2024, we continue to see changes driven by technology, with a need for clear and impactful communication. Derived from the insights of our team of expert designers, our 2024 directions exhibit forward-thinking perspectives and share a common theme of positivity, promising another year of bold and exciting change.
*Projects shown remain the property of the individual creators and are shown for the purpose of editorial opinion only.
The ongoing impact of AI on design
The integration of Artificial Intelligence (AI) in design tools like Adobe Photoshop and Illustrator has revolutionized the creative landscape, empowering designers to achieve unprecedented levels of efficiency and innovation. In recent updates, these software giants have introduced enhanced AI features that streamline workflows and enhance creative possibilities.
Adobe’s Sensei, an AI and machine learning framework, now powers intelligent features like automatic image background removal, content-aware fill, and smart object recognition in Photoshop. This not only accelerates the design process but also allows designers to focus more on the conceptual aspects of their work.
In Illustrator, AI-driven tools assist in generating intricate patterns, suggesting font pairings, and automating tedious tasks like vector tracing.
The impact of AI further extends into video creation with Adobe Premiere Pro and After Effects, gaining features like automatic video editing, facial recognition for smoother motion tracking, and AI-based enhancements for visual effects. Script development and creation are supported by new platforms such as Synthesia, Runway, and Descript, which provide online tools to write, edit, and produce polished video content. These advancements not only redefine the role of designers but also pave the way for a new era of creativity where human ingenuity collaborates with artificial intelligence.
Kurt Finkbeiner
Senior Art Director
Challenging reality: surrealism, ethereal design, and escapism
Surrealism in design has emerged as a captivating cultural response to the absurdity of modern life, reflecting an industry-wide acknowledgment of the powerful generative tools available. As designers navigate the complexities of contemporary existence, surrealism becomes a poignant language to articulate the multifaceted nature of our reality. It’s a dual-purpose trend, offering both escapism from the daily grind and a yearning for playful exploration.
This design aesthetic is characterized by vibrant colors and overwhelming sensory experiences. The intense style acts as a portal, transporting individuals away from the confines of our mundane reality. It’s less about literal representation and more about evoking emotions, and inviting people into a realm where imagination thrives and the boundaries of possibility are beautifully blurred.
Looking ahead in 2024, brands are poised to embrace surrealism by envisioning lush, opulent worldscapes full of rich and vivid detail. The shift towards immersive experiences reflects a strategic move to captivate audiences in novel ways. Smart brands recognize the importance of keeping customers at the center of these otherworldly journeys, creating experiences that feel uniquely personal and distinctly playful.
Stephanie Donlin
Design Director
Sustainability and the use of natural and recyclable materials
In a world increasingly aware of its environmental impact, the design community and major consumer brands are forging a new path toward sustainability. Embracing eco-friendly practices, they are incorporating sustainable and recyclable materials into their creations, revolutionizing the way products are conceived and manufactured.
Designers are now weaving environmental consciousness into their artistic fabric, prioritizing materials with lower carbon footprints and reduced environmental harm (Studio Noel). This shift is not merely a trend but a conscious effort to address the urgent need for responsible consumption. Major consumer brands, recognizing the changing consumer preferences, are quick to follow suit.
They are adopting sustainable materials in packaging, product design, and manufacturing processes, setting a powerful precedent for the industry.
This collective commitment to sustainability signifies a new era where aesthetics meet eco-consciousness. As the design community and consumer brands champion recyclable materials, they redefine the visual landscape and contribute to a healthier, more sustainable planet. The embrace of eco-friendly materials is a testament to the power of design in shaping a future where beauty and responsibility seamlessly coexist.
Kurt Finkbeiner
Senior Art Director
Elevating brand identities with kinetic typography
The world is becoming more and more digital. We interact with screens everywhere, from mobile devices and displays in our cars to even panels on our refrigerator doors. Due to legibility on small screens, the more ubiquitous sans-serif fonts are often preferred over their serif counterparts (remember when the Google logo used to be a serif font?). But now, as sans-serif wordmarks are so predominant, brands are looking for alternative solutions to be unique and differentiated. We are seeing more expressions of type, especially an increasing trend towards kinetic typography.
Kinetic type is simply expressing typography in motion, which is not necessarily a new trend—we have seen it for decades in movie titles, commercials, and keynote presentations. The emerging trend is that companies utilize kinetic typography as an overall visual brand identity that integrates the digital and analog formats of the various type forms into a cohesive system.
Tokyo Dome City is a beautiful example of how the typography changes and adapts to different digital and printed formats yet have a distinctly unique and recognizable brand style. The design studio &Form developed their own “Adaptive Identity System” to create the variable type and easily change it based on the needs of the layouts. The result is an immersive experience within the space.
Similarly, Collins’ work on the San Francisco Symphony creatively modernizes classic typography. The movement of the serif typeface visually brings the drama of music to life in both static and digital forms. The identity is sophisticated, elegant, and, dare I say, cool.
Speaking of cool, Studio Kiln’s Too Much to Watch event system at King‘s College, Cambridge, personifies buoyant text as they playfully fight to be seen on a crowded screen. We will be seeing more expressive typography such as this as the world continues to become more digital—not as a single media piece but as a greater part of a brand’s visual identity system.
Jane Wight
Senior Art Director
Navigating the screenscape. Telling engaging stories with design
With the constant need to wow our audiences, we look for innovative solutions to tell our stories with the help of technology. Whether it’s through 3D, multiple screens and surfaces, holograms, or various other offerings, exceptional storytelling is what consistently captures and sustains attention.
Engaging an audience requires a thoughtful approach regardless of where or how you’re delivering your message. The key to capturing their attention lies in the art of visual and memorable storytelling.
The following tactics aren’t just trends; they are the enduring principles we rely on to tell a great story: craft a narrative that flows effortlessly, whether it’s in a small room or across multiple screens in a large arena.
Utilize transitions strategically to maintain engagement and cohesion, including movement that enhances the message without causing distraction. Instead of long chunks of text and illegible graphs, distill your key messages into striking visuals that leave a lasting mark. Memorable visuals not only captivate but also ensure that your message lingers in the minds of your audience.
In essence, visual and memorable storytelling is the key to overcoming the challenges of live event presentations with multiple screens. By mastering this art and adapting to technical hurdles, presenters can create a dynamic and immersive experience that resonates with a vast audience, ensuring a lasting impact.
