Now we’ve entered a new decade, what’s next for the creative industry? The teens saw almost endless innovation and exciting developments, but there’s plenty still to come. Claire Baldwin takes a look at what we can expect from the creative industry in 2020 and beyond.

It’s the dawn of a new decade, which means saying goodbye to the old and hello to the new.

Let’s look at the upcoming design trends of the ’20s and what they could mean for the industry as a whole.

Equality and diversity

Companies have already been making more of an effort towards realistic representation of age, gender, race and other identifying characteristics, but there is still more work to be done here.

In particular, gender neutrality will be a main area of focus in terms of visual design and product design. The idea of ‘masculine’ or ‘feminine’ design is being faded out, and companies are moving away from creating separate product designs or colours for males and females. We’ll see more gender-neutral and non-binary character design, and more emphasis on who people are instead of what they are.

Simplicity in illustration and animation

While 3D technology is the best it’s ever been, and more and more companies are harnessing the power of virtual reality, 2D design seems to be making a resurgence.

We’ve seen this already with the 2020 Oscar Animated Feature Film nominations, with 3D giants The Lion King and Frozen 2 nowhere to be seen. Instead, traditionally animated films Klaus and I Lost My Body have hit the shortlist and, while other 3D films have been nominated, this shows a shift towards renewed appreciation for 2D design.

Simple line art, minimalist drawings and geometric designs put the emphasis on the message rather than the art. This simplifies communication between company and consumer, and makes advertising easier to digest in a fast-paced digital world where brands are vying for attention.


Sustainability is a hugely important movement, and a great way to increase brand image and loyalty. It’s not just manufacturing that can benefit from a sustainable approach, either. By considering every step of your company’s processes, you can minimise your negative impact on the environment, such as using green hosting, renewable energy, and recycled materials.

One great example of sustainability in design is the Tokyo 2020 Olympic medals, which have been made from discarded electronics. This is an inspiring combination of tradition and modern ethical design, presenting a caring, approachable image that resonates with an audience.

Focus on typography

Font-heavy designs are on the rise, with obnoxiously large text taking centre stage in designs for everything from websites to magazines.

Bold, interesting and unusual typography has started to find its place in a digital world, creating easily legible messages on tiny mobile devices. This allows brands to make clear, bold statements and to state their message rather than relying on product shots or ambiguous imagery.

Variable fonts are also set to make an impact in 2020, with designers able to specify different weights and versions of the same font, creating a unified brand identity while allowing for flexibility within the design.

Targeting Gen Alpha

While millennials and Gen Z have been at the forefront of marketing campaigns in the last decade, it’s time to focus on Gen Alpha. Those born during the 2010s will start to become important targets for marketing, due to their influence within the family and their growing spending power.

Still at a young and inquisitive age, Gen Alpha kids are ready to be impressed—but don’t think you can fool them with flashy brands and big talk. This generation is tech savvy, computer literate and well educated about environmental issues. They’ll respond well to genuine compassion and concern about the world we live in, and being treated like individuals instead of sales statistics.

Your 2020 digital creative team

If you’re looking to jump into the ’20s with a strong brand identity and innovative marketing strategy, get in touch with DWH and we’ll help you to make your mark.