The return of handcrafted brand illustration

3 min read

In an era of generative sameness, brands are craving something with soul.

No matter where you turn online, it seems tainted with templates and AI-generated stock. It takes seconds to find posts on LinkedIn talking about the next AI trend or challenge. And I can’t deny that AI within the creative industry has come on leaps and bounds in the last few years, and can be an incredible tool for good. It can streamline workflows, help create conceptual designs, and give you fresh ideas at the push of a button.

I believe that it encourages lazy design.

However, I believe that it encourages lazy design. Strong opinion, I know. But in an industry where you’re competing with thousands of other designers for work, do you think relying on AI makes you stand out? In a sea full of people relying on prompts to create things they would never be able to do themselves, why not be the person who learns to do it themselves?

A human touch in a digital world

Illustration immediately communicates tone.

It’s sometimes subliminal; you don’t have to be an artist to spot the differences. A loose, sketchy line might feel playful and down to earth, whereas an angular, ridge style reflects precision and confidence. Online and in a space logos have been flattened, and interfaces minimalised, illustration brings back personality. Not in a loud way, but in a way that sticks. It makes a brand feel like someone, not something.

Illustration + Motion = Magic

When illustration is paired with subtle motion, it becomes more expressive. Imagine a hand-drawn icon that gently breathes. A whimsical scroll sequence that unfurls as you explore. These micro-moments give brands texture. They show care. And they hold attention in a world constantly trying to scroll past.

Using Rive's State Machine technology, we're able to bring illustrations to life in new and exciting ways. We can now change and adapt motion through interaction, allowing us to create entire digital environments that feel alive. In partnership with Ella's Kitchen and RSPB, we developed a map to inspire the next generation of nature lovers. You can check it out here.

Final Thought

The most powerful thing a brand can do is stand out, and as AI-generated imagery becomes a common sight to consumers— being the brand that has bespoke, custom illustrations and animation is what can make the difference to a person connecting with your brand over another.

At Abstrakt, we’re seeing a growing appetite for bespoke visual identities— where character, emotion, and nuance are baked into the brand from the first mark. And as someone who works across brand design, illustration, and animation, it’s exciting to see illustration taking centre stage again. Not tucked away on a blog header or Instagram story, but used strategically throughout digital experiences to encourage users in their journeys online.