Soluble's bets: how branding will look in 2025

A year ago, we believed that in 2024 technology would make us more human at work so we could make our brands more human. We're convinced it has. A year later, we're back together to take stock of the year we've shared and think about what's ahead.

Everything evolves so fast that we're not going to try making predictions for 2025, nor will we talk about trends. But, like everyone else, we like to play at imagining what's coming and we want to share some of our bets on branding in the months ahead. Beyond technology and artificial intelligence, we believe the industry will keep its focus on what really matters, year after year: connecting with people. Because in the end, the human always wins. What will 2025 be like? Here are our bets, unfiltered.

Getting close and connecting

"In an increasingly technological world, brands seek to be more human and truly connect with their audience. At the same time, the explosion of generative AI will increase demand for fast and personalized results. The challenge is balance: using technology to get closer, not to distance ourselves".

Creativity and dynamism

"AI will finish revolutionizing branding, driving creativity and transforming how brands are created and connect with their audiences. 2025 will be the year of hyperpersonalized branding and dynamic visual identities".

Fleeting trends

"In the world of branding, this year video AI is dominating the landscape. It's reaching 100% stability and realism. Identities are increasingly 'trash' and transgressive, breaking away from logocentrism and conventional palettes and grids. We'll see freelance artists on the rise, but during shorter cycles and trends".

More polished products, faster

"It's increasingly common to see many trends throughout the year. I think 2025 is going to be heavily exposed to AI, so visual identities will have a modern, very creative, futuristic character... The user experience at the web product level will be quite marked by no-code platforms backed by AI. It will be more common to see much better-crafted, agile websites in their launches".

Optimizing with AI

"Large companies will bet on investing in brand, and that will generate many conversations and prompt other companies to consider it as something to work on. 2025 will also be a year of settling in when it comes to AI. After the boom, what's useful will remain—what's considered positive. We'll value work built with AI because it will truly help us achieve better results, and we won't automatically reject it for using AI".

Authenticity vs. homogeneity

"AI solidifies itself as another working tool, and at the same time, branding trends are flipping: returning to the classic, to the differential, becomes key. Less homogeneity, more authenticity".

"The brands that will kill it are the ones with authentic, real, and human stories to tell".

Clear and memorable

"Branding will keep evolving toward stronger, more strategic proposals. Brands will bet on clear and consistent messaging, putting design to work as a tool to stand out in an increasingly competitive market. We'll see trends shifting toward a balance between careful aesthetics and functionality, prioritizing memorable experiences that connect with audiences in genuine ways".

Brands more alive

"Brands will commit to acting and communicating from purpose to connect with people. They'll lose their fear of taking a stance and showing up real and approachable, in a context that leaves no one indifferent. They'll leverage new technologies and data in their activation, moving from global to local—getting closer to community, enriching their actions, messages, and campaigns with local nuance that resonates with their audiences. A year when brands will be more human and agile. Brands more alive than ever".

Thanks, next

At Soluble, we like to think 2025 will be a year of learning and reaffirmation. Of continuing to build from our way of understanding branding, which doesn't seek to shine through innovation or jumping on a trend, but through authenticity. We look toward the year ahead with curiosity, eager to make the most of new opportunities and, above all, to enjoy the process as much as the result.

For now, these are our bets. In a year's time, we'll come back to this post, laugh at what we imagined, and celebrate what we got right. In the meantime, we'll keep doing for another year what drives us: making good companies look as good as they actually are.