Envato weighs in on ‘flat branding’ debate

Following a rallying call from Creative Moment, Envato staffers have weighed in on the trend for ‘clean, corporate’ branding. Is more eccentric design getting a look in?

Ever keen to canvas creative industry opinion (no, seriously, do email any content ideas to tom@creativemoment.co), Creative Moment recently put out a call to check in on the state of advertising aesthetics. 

Digital assets company Envato, which embraced quirky fonts in an earlier campaign, stepped up.

Illustrator Chris Piascik assesses the landscape

“My more playful style has been fairly consistent throughout my career. So in that regard, brands have been using this kind of creative for a while. I've noticed periods where styles have gotten tighter and cleaner, and then moved to more loose work. Brands want to stand out from each other, so I think that can play a significant role in what's being used from time to time. I think that more clearly hand-drawn work will start to become even more popular as AI slop continues to flood the space.

Nike had seen my work online and wanted me to illustrate some quotes for their apparel. They referenced some pieces I had made and wanted me to do similar designs with their provided copy. 

This process has been pretty common throughout my career with other brands, both big and small, including Envato. They see something I've made and want me to do something similar for them. This happening over and over again is one of the reasons I put so much importance on creating and sharing personal work. It gives me a space to experiment, evolve and direct the trajectory of my work.”

Envato creative director Luke Hawkins weighs in

“While brands have been stepping away from the clean, corporate aesthetic in favour of creative flair for years, the movement shows no sign of slowing. More than ever, businesses are realising that a fun, expressive approach to design and marketing isn’t just “nice to have”, it’s a superpower. Done well, it forges emotional connections with audiences and helps a brand stand out in today’s always-on media environment.

As consumers, we naturally gravitate toward brands that feel human and relatable. Brands that make us smile. Brands we can be part of, because they grow and evolve alongside us. Mailchimp, Airbnb, and Old Spice are just a few examples of brands that have thrived in recent years after shifting from corporate polish to creative personality. Then there are brands like Liquid Death, which came straight out of the gate with its in-your-face creativity. Its heavy-metal aesthetic and shock-value branding haven’t just sold impressive amounts of water — they’ve earned cult status and embedded the brand into pop culture. It's creative work that works. And I’m here for it.”

Qori Broaster, design video creator, Envato promotes joy

“I think people are craving things that spark joy, especially with how heavy the real world can feel right now, and brands are picking up on that. 

We’re also in a space where audiences can connect with brands more directly than ever, and leaning into fun, creative design helps build that connection. 

We’re seeing that shift in legacy brands like Walmart and PayPal, both now embracing bolder types, brighter colours, and more dynamic visuals. McDonald’s is another great example. It has always been playful, but its style has evolved from flat, product-focused ads to design that pulls from meme culture, illustration, and even the aesthetics of its very popular collaborators. I barely see the food anymore, and I don’t need to.

Keiron Lewis, senior design lead Envato, steps in

“The modern audience has a different perception of how they perceive trust than that of their parents' generation. People no longer see corporate identities as relatable as they once were and instead are looking for more authentic and fun creative expressions. 

Businesses are responding to this shift in sentiment. That's not to say that corporate design no longer has a place, but the options for brands are wider than they've ever been before, providing even wider scope for commercial creativity. 

I loved the recent work by TEMPLO for G.F. Smith, taking its previous heritage-focused narrative and injecting colour, movement, and a more human touch to create a unique identity that honours its past while embracing its future and simultaneously adding a little joy.”