12 months ago, we believed that in 2024, technology would help us become more human at work, so we could create more human brands. We’re convinced that’s exactly what happened. Now, a year later, we’re coming together once again to reflect on the past year and think about what’s next.
Everything is evolving so fast that we won’t try to predict 2025, nor will we talk about trends. But like everyone else, we enjoy imagining what’s to come. So, here are some of our thoughts on branding in the months ahead. Beyond technology and artificial intelligence, we believe the industry will continue to focus on what truly matters, year after year: connecting with people. Because in the end, the human element always wins.
What will 2025 look like? Here are our unfiltered predictions.
Getting closer and connecting
"In an increasingly tech-driven world, brands are striving to be more human and genuinely connect with their audiences. At the same time, the rise of generative AI will increase the demand for fast, personalized results. The challenge is to strike a balance—using technology to bring us closer, not to push us further apart.”
Creativity and dynamism
"AI will continue to revolutionize branding, fueling creativity and transforming how brands are built and how they engage with their audiences. 2025 will be the year of hyper-personalized branding and dynamic visual identities."
Short-lived trends
"In the branding world, AI-generated video will dominate this year. It will reach a fully stable and realistic level. Identities will become increasingly 'trash' and disruptive, moving away from logocentrism and traditional color palettes and grids. We’ll see a surge in freelance artists, but for shorter cycles and fleeting trends."
Sharper products, faster
"More trends will come and go throughout the year. 2025 will be highly influenced by AI, making visual identities modern, highly creative, and futuristic. User experience in digital products will be heavily shaped by AI-powered no-code platforms. We’ll see better-designed, more agile websites launching faster than ever."
Optimizing with AI
"Major companies will invest more in branding, sparking industry-wide conversations and encouraging other businesses to consider it as a core strategy. 2025 will also be a year of stabilization for AI—after the initial boom, only what is truly useful and valuable will remain. We’ll start appreciating AI-assisted work, not rejecting it simply because AI was involved."
Authenticity vs. homogeneity
"AI will solidify its place as just another tool in the branding process, while branding trends will take a turn: a return to classic, distinctive elements will become key. Less homogeneity, more authenticity."
"The brands that thrive will be the ones with authentic, real, and human stories to tell."
Clear and memorable
"Branding will continue evolving towards more solid and strategic approaches. Brands will focus on clear, consistent messaging, leveraging design as a key differentiator in an increasingly competitive market. We’ll see a shift toward a balance between refined aesthetics and functionality, prioritizing memorable experiences that truly connect with audiences."
More dynamic, human brands
"Brands will take action and communicate with purpose to build stronger connections with people. They’ll lose the fear of taking a stance and being real, approachable, and relevant in an increasingly polarized world. They’ll use technology and data to move from global messaging to more community-driven interactions, enriching their campaigns with local nuances that truly resonate. 2025 will be a year of more human, agile, and dynamic brands. More alive than ever."
Thank you, next
At Soluble, we like to think of 2025 as a year of learning and reaffirmation. A year to keep building from our own understanding of branding—not to stand out for chasing innovation or jumping on trends, but for staying authentic.
We look ahead with curiosity, ready to embrace new opportunities, and most of all, to enjoy the process as much as the results.
For now, these are our bets. In a year, we’ll revisit this post, laugh at what we imagined, and celebrate what we got right. In the meantime, we’ll keep doing what drives us: making great companies look as great as they truly are.
