The State of Branding Design in 2025

In 2025, branding is more complex than ever: with endless touchpoints, diverse audiences, and the constant challenge of staying relevant in a fast-moving world. In a recent conversation with Frontify’s Director of Brand, James Fooks-Bale, Creative Bloq explored what it takes to build future-proof brands in today’s design world. From the value of custom typefaces to the importance of designing with intention for Gen Z, Fooks-Bale emphasized that clarity of purpose (knowing your “why”) is the foundation of meaningful brand work. For designers, it’s a reminder that great branding isn’t just visual: it’s strategic, responsive, and deeply human.