Beyond Blanding: Belonging Is the New Brand Power

I recently came across a comment by Mark Wilson, Global Design Editor at Fast Company, who said, “most rebrands tend to be either completely cringe or vastly underwhelming.” It made me wonder: has design lost its edge? Are we stuck in a cycle of safe, uninspired work?

While I don’t fully agree, there’s no denying a shift. Over the past decade, design has evolved to meet the rising demands of business and tech. But in the race for efficiency and measurable outcomes, we’ve sacrificed some of design’s original superpowers: creativity, cultural relevance, and emotional storytelling. Many brands now play it safe, aiming for broad appeal but ending up indistinguishable, what some call “blanding.” With little differentiation, they struggle to connect in any lasting or meaningful way.

Add to that an over-reliance on data, which, while insightful, often steers work toward predictability rather than innovation. When creative decisions are made purely by metrics, we lose the heart—the human side of design that resonates emotionally.

At the same time, designers are now expected to master everything from strategy to analytics. This evolution has elevated the role, but also diluted the space for true creative thinking. And while design has earned its seat at the table, it’s still too often treated as a short-term fix, not a cultural force.

That said, great work is still being done. Forward-thinking teams are building full brand ecosystems where design, storytelling, content, and community form a unified experience. These brands go beyond aesthetics. They invite people into something personal and purposeful—where every touchpoint speaks to what they stand for. And in this world, purpose isn’t just a nice-to-have—it’s the anchor that holds everything together.

Brands like Aimé Leon Dore (ALD) and Kin Euphorics prove that a brand can be more than just a logo or a product, it can be an immersive world people want to belong to. ALD, under the creative direction of Teddy Santis, has built a cult following through its deeply nostalgic, detail-rich brand universe. Every element, from lookbooks and short films to café culture and collaborations, is crafted with intention, forming a brand that’s not just seen, but felt. It taps into emotion, community, and cultural memory, inviting its audience into something personal and familiar. Similarly, Kin Euphorics has turned its product into a ritual. Through ethereal visuals, poetic copy, and sensorial design, the brand evokes mood and meaning, offering more than a drink, it offers a mindset. These brands don't just market, they resonate, because they’re not selling things, they’re selling experiences.

It’s easy to assume that emotional connection is reserved for B2C brands but that mindset overlooks the powerful shifts happening in the B2B space. While consumer-facing brands often steal the spotlight, some unexpected and inspiring storytelling is emerging in B2B. Take Notion, for example. Instead of leaning into the typical functional, no-frills approach, Notion has created a brand universe centered on creativity, clarity, and user empowerment. Its minimalist design language, warm and intelligent voice, use of emojis, and deeply community-driven content transform what could be a dry productivity tool into something that feels personal and empowering. Tutorials feel like mentorship. Product updates feel like shared progress. Notion isn’t just offering a tool, it’s offering a philosophy for how we can think, create, and collaborate better.

These examples reveal an important truth: storytelling isn't a luxury,it's a necessity. Especially in an era of overload and sameness, brands that prioritize meaning over noise will win hearts, not just wallets. Marketability still matters, but it should be in service of connection. Brands that build cohesive ecosystems, where design, content, and community align are the ones that cut through, creating emotional resonance and long-term loyalty. It's not about the flashiest ad or the catchiest campaign, it's about building something people actually want to be part of.

Ultimately, as designers, we need to remember what drew us to this craft in the first place. Design is not just about solving business problems—it’s about imagining new realities. At its best, it’s an act of creativity, rebellion, and hope. In an industry increasingly driven by metrics and optimization, we must protect the space for wonder, for experimentation, for storytelling that moves people. We have the power to shape culture not just react to it and that’s a responsibility worth honoring.