Droga5 London, part of Accenture Interactive, is a multi award-winning creative and strategic communications agency, with clients including Amazon, Barclaycard, Coca-Cola and Kimberly-Clark. Combining exceptional branding design together with the storytelling expertise of advertising, Droga5 London was named AdWeek's International Agency of the Year 2020 and was the only advertising agency to be peer-voted a Top 30 Design Studio in 2019.

Simplicity has new meaning

In branding design, ‘clean’ minimal graphics will continue to appeal to brands keen to appear transparent — and shift tone to respond appropriately to world events.

Brand as a frame

Brand design will increasingly involve seeing the brand as a ‘frame’ for content. Brands will also allow themselves more editorial flexibility to create visually arresting imagery that stands out in consumers’ increasingly cluttered visual worlds.

Poster design will evolve

With the emergence of very short dwell-time digital media, such as digital ‘out of home’ posters and social media advertising, a new form of design will continue to develop. It will combine the immediacy and communication principles of poster design, with the richness and engagement of film and animation.

Fusing other senses

Technology will allow brands to complement a primarily visual world and reach out and touch people. Tactility and touch will help communicate the feeling of a brand. The advent of refined Haptic technology will extend a brand experience beyond visual and audible; we all depend on our hand held devices — can we start to create and define how these devices behave and feel in response to our actions?

Brands will go back to basics

The world is changing quickly. To create work that won’t suddenly look dated, brands should go back to basics, talking about their product benefits as directly and honestly as possible.

In this increasingly transparent world, it’s disingenuous for brands to over-promise; a can of cola alone probably can’t bring us all together. It can, however, claim to refresh people when they’re thirsty - that will always remain true.

It’s not what you say, it’s how you say it

People are increasingly bombarded with imagery. We now view something like 5000 ads per day, as well as all the additional content we seek out. To make work people will engage with — let alone love — in such a visually cluttered landscape, it needs to be visually distinctive. The good news is that most advertising is terribly boring and follows the same formula. Break this. Make your work look more like art or a joke or anything that’s not just another ad — because we’ve all got very good at blocking those out.
— Chris Chapman, Head of Design