The design industry has spent the last few years adapting to the rapid rise of automated and generative AI. As AI tools become more sophisticated, more accessible and increasingly capable of producing polished creative outputs in seconds, an interesting countertrend is emerging. Rather than embracing ever-more automation, many brands are rediscovering the value of human-centred design and traditional creative techniques.
For some, this may seem like a contradiction. Why move backwards when technology is moving forwards? Yet the shift isn’t about rejecting AI altogether. It’s about recognising that when everything becomes easy to generate, originality becomes harder to find.
The rise of anti-AI design
Across branding, advertising and editorial design, we’re seeing a growing appetite for work that feels unmistakably human. Hand-drawn illustration, analogue photography, collage, print-inspired layouts, physical textures and experimental typography are all re-emerging as designers seek to create work that stands apart from the increasingly uniform outputs of AI systems.
This movement reflects a broader cultural desire for authenticity. Consumers are becoming more aware of AI-generated content and, in some cases, more sceptical of it. The rough edge, the unexpected detail and the evidence of human decision-making are becoming markers of quality rather than flaws to be removed.
In a world where anyone can generate a technically competent visual, the differentiator is no longer execution alone. It is taste, judgement and creative intent.
The challenge for professional and financial services brands
For brands operating in professional and financial services, however, the trend presents a unique challenge.
Unlike lifestyle, retail or entertainment brands, financial institutions and professional services firms operate within highly regulated environments. Brand consistency is not simply a preference; it is often a commercial and governance requirement. Design systems, accessibility standards, approval processes and strict visual guidelines exist for good reason. They help build trust, maintain recognition and ensure compliance across multiple markets and audiences.
At first glance, the resurgence of craft-led design appears at odds with these constraints. How can brands embrace spontaneity, experimentation and human expression while remaining within tightly controlled brand frameworks?
The answer lies in understanding that the trend is less about abandoning structure and more about introducing humanity within it.
From brand guidelines to brand principles
Historically, many organisations have viewed brand guidelines as a rulebook designed to prevent deviation. Increasingly, leading brands are shifting towards systems that provide consistency without sacrificing creativity.
The strongest brand systems of 2027 are likely to be those that establish clear principles rather than rigid prescriptions. They define the visual assets, colour palettes, typography and accessibility requirements that protect brand equity, while creating space for designers to interpret, adapt and respond to different audiences.
This approach allows brands to incorporate handcrafted illustration, bespoke photography, physical textures or more expressive layouts without losing coherence. The brand remains recognisable, but the execution feels less formulaic and more human.
Human-centred design as a competitive advantage
For financial and professional services firms, trust remains the ultimate currency. Ironically, the rise of AI may make human-centred design more valuable than ever.
As audiences become increasingly exposed to algorithmically generated content, brands that demonstrate expertise, authenticity and originality will stand out. The organisations that succeed will not be those that reject AI, nor those that rely on it entirely. They will be the brands that combine technological efficiency with human creativity, using AI to accelerate production while preserving the strategic thinking and creative judgement that build meaningful differentiation.
In 2027, the most successful brand identities may not be the most technologically advanced. They may simply be the ones that feel the most human.
Gus MacIntyre
Creative Director