Design inspirations 2025: The creativity that inspired us
As the year wraps up, our design team looked back on the work that inspired us in 2025. From bold political graphics to playful product campaigns, the standouts all share one thing: they tap into human truth and create positive disruption.
This isn’t a ranked list but a curated collection of work that made us pause, smile, and think differently.
A reminder of why we love what we do — and of the designers worldwide who keep pushing boundaries.
Breaking the mould in political design
One of the most memorable campaigns this year was Zohran Mamdani’s NYC mayoral campaign graphics, designed by Aneesh Bhoopathy. Against a backdrop of bland, corporate-style political visuals, this campaign felt warm, punchy, and genuinely human. It knew its audience, understood its setting, and was refreshingly memorable—essentially everything most political design isn’t. It’s proof that even in politics, creativity can break the mould while staying rooted in clarity and authenticity.
Playful storytelling that feels local
IKEA’s Brighton store announcement captured our attention with its clever, playful approach. The campaign balanced the brand’s signature charm with a local twist, creating a piece of design that felt immediately relatable and fun. It’s a great reminder that even global brands can make work feel personal and relevant.
Putting people at the heart of the brand
Cadbury’s Share campaign continues to impress. By placing customers front and centre, it demonstrates a deep understanding of who engages with the brand. The campaign celebrates generosity, connection, and joy – values that feel authentic and resonate widely.
Similarly, Cadbury Bournville’s debut ad, “Made to be enjoyed, not endured”, shows that humour and insight can create an instant emotional connection. This satirical, 60-second spot pokes fun at the taste of dark chocolate while channelling classic advertising wit, leaving viewers entertained and engaged.
Branding with purpose
Hiscox’s Uncommons campaign reminded us of the power of branding. By spotlighting uniqueness and differentiation, it shows how thoughtful design can express a brand’s identity with smart, subtle impact.
Canva’s Affinity relaunch also showed how even established brands can shake up their category. With bold copy, a smart concept, and striking visuals, the campaign proves disruption and playfulness can come from anywhere — not just startups.
Disruption that makes an impact
Some campaigns stood out because of how they disrupted norms in unexpected ways. Melbourne creative agency SickDogWolfMan’s suncream for men is a perfect example. Addressing a serious health issue in a category dominated by beauty products, the campaign embraced humour, an over-the-top mascot, and playful video content. It’s bold, attention-grabbing, and undeniably relevant to its audience – positive disruption at its finest.
Similarly, Lime Bike’s response to London tube walkouts used sharp timing, wit, and context to deliver a fun, memorable solution that met commuters exactly where they were.
Celebrating design history and visual language
Design inspiration doesn’t always have to be new, it can also come from reflecting on design itself. The exhibition “Pictograms: Iconic Japanese Designs” at Japan House London explored the evolution, power, and future of universal signage. The clarity, simplicity, and timelessness of these symbols reminded us of the lasting power of visual communication — and how subtly design shapes everyday life.
Emotive, human-centred storytelling
We were also moved by IKEA’s “Wherever Life Goes” campaign. Through beautiful, emotive photography and thoughtful storytelling, the campaign captures life’s ups and downs through the lens of their products. It positions IKEA as a staple brand for every life event, showing that whatever happens, IKEA is there for you. It’s the kind of work that quietly connects with people, celebrating everyday life in a way that feels authentic and warm.
Looking ahead
2025 reminded us that inspiration takes many forms — from playful political graphics to bold product launches and emotive brand storytelling. What unites it all is a focus on human truth and positive disruption: work that connects emotionally, communicates clearly, and challenges the norm without alienating its audience.
As our Design Director Simon Mannering says:
When positive disruption meets a simple human truth, truly brilliant ideas emerge. These designs resonate, leave a lasting impact, and remind us why we do what we do.
Reflecting on 2025, we’re grateful for the clients and collaborators who trust us to bring insight, creativity, and disruption to life. And we’re excited for the inspiration 2026 will bring.
