1 minute read
Marketing and Design Trends
from 2023 Trends Report
by Catalyst
Creator Marketing + Creator Communities
PLATFORMS IN THE CONTENT-CREATION SPACE ARE PRIMED FOR CREATIVES TO SUCCESSFULLY CONNECT WITH CONSUMERS IN THE NEXT DIGITAL ERA:
TikTok’s impact over the last few years in everything from pop-culture to business is vast, and consumers who create content on this platform are inevitably looking to grow their audiences, brands, and their ability to receive money for their work. By supporting creators in this process, TikTok is able to ensure that those creators and their followings remain on the platform.”
2023 Trend Report — Trend Hunter, page 48
“As content-creation continues to see boosts in popularity, platforms in this space are increasingly offering programs, education, and opportunities for creators to learn how to best market themselves. TikTok is especially focused on supporting creators in this way.”
2023 Trend Report — Trend Hunter, page 48
Creators and developers are becoming the backbone for the metaverse: “As digital engagement moves from passive consumption to active creation … the role of brands is evolving. Creativity is becoming the new status symbol for the next digital era — and brands are transforming their offerings to connect consumers and creatives.”
The Future 100: Trends and Change to Watch in 2023 — Wunderman Thompson Intelligence, page 9
Literally “Literal” Typefaces (Design)
TYPEFACES ARE EMBRACING A NEW LOOK TO CAPTURE BRANDS’ INDIVIDUALITY MORE:
“Proprietary typefaces have been all the rage for years. So long as they exist as another line for an agency’s invoice to a client, they’re likely not going anywhere anytime soon, even if they look like Helvetica knockoffs straight out of Canal Street.
“Recently, some agencies have taken direct inspiration from the brands themselves, incorporating some of their notable attributes and characteristics into bespoke typefaces. Sure, it’s not uncommon to see some thematic details worked into a logo, but some brands are willing to take it further.
“There’s no better example than JKR’s refresh for Kraft Mac & Cheese. Dubbed Blue Box Sans, the shape of Kraft’s noodles makes its way into the typeface and has an over-the-top — but adorable — macaroni- powered shelf presence. Auge’s redesign for Leibniz-Kek takes the rounded edges of the biscuits themselves, applying them to the customized logo and type used throughout the project. Casey Roarty’s design for chili oil Gulp takes the oily drips from the logo and works it into other parts of the branding suite and typography, while Collected Works’ Slug Club uses sea slugs to form the letter shapes for a funky, fun kombucha.
“Quirky, imaginative letterforms are all the rage, boldly-shaped formations that break from the stranglehold of Helvetica and Futura. Look for more thematically on-point typefaces that express a brand’s individuality and add a little more pizzazz in the process.”
Unboxing Tomorrow: Dieline’s 2023 Trend Report — The Dieline
