If your brand identity starts with trends, It’s time to rethink in 2026

Branding in 2026 isn’t (and never has been) built from trendy visuals or colour palettes alone.

Before anything is designed, the real work happens through research and conversation. That means speaking directly with founders and teams to understand who their audience actually is, what they care about, how they communicate and what genuinely resonates with them. These insights shape the foundations of an identity that feels considered, relevant and lasting.

From there, the strongest brands are built around a few essential principles:

Insight-led foundations

A meaningful brand identity is grounded in understanding. Purpose, values and positioning should always come first, ensuring the identity reflects who the brand truly is — not just how it looks. When insight leads, design decisions feel intentional rather than decorative.

Clarity through connection

When strategy, messaging and visuals work together across every touchpoint, brands become easier to understand. Audiences quickly grasp who you are, what you offer and why it matters to them. That clarity is what builds trust and long-term connection.

Consistency built on meaning

Consistency isn’t about repeating the same visuals everywhere. It comes from shared thinking and values. From identity and packaging to campaigns, content and digital experiences, everything should feel connected because it’s built from the same core ideas.

When this is done well, brand identity becomes more than design.

If you’re thinking about what your brand needs next…

We’re always happy to talk things through!