The world feels like it is changing faster than ever. For creatives, that can feel heavy, uncertain, even intimidating. But I believe it is also one of the best opportunities we have had in years.

The Climate for Creatives

We have been here before. When digital tools first arrived, many thought it would kill design. It did not, it evolved it. The same is true for AI. If you lean on it to cut corners, you will hit a wall. But if you use it to sharpen your thinking or save time on admin, it can free you up to do better work.

From what I have seen at Rev.01, the initial hype around AI seems to be settling. Clients are coming back to us because they see the value in human creativity again. My feeling is that people are starting to recognise AI’s limits: it is powerful, but it is not the source of originality.

And that is heartening. Because it reinforces the idea that creativity, human creativity, is what really sets brands apart.

What Originality Really Means

Originality is not about style alone. It is about risk, bravery, and pushing boundaries. Playing it safe leads to sameness. And if this generation of designers stays in the lines, we will be remembered as the ones who did not move the needle.

Originality is also about influence. The work you create might not be for everyone, but it will spark reactions, shape conversations, and inspire others. That is how design evolves. And that is why I am so excited by the younger creatives coming through. They think differently, and that is exactly what the industry needs.

Why Clients Should Care

For brands, originality is a survival strategy. If you play it safe and wait for competitors to make the first move, you will always be second best. By the time you copy, the market has already moved on.

But originality does not mean reckless risks. It means measured ones, built on insight, research, and a real understanding of your customers. That is why we run workshops, interviews, and discovery sessions before we ever put pen to paper. When originality is grounded in knowledge, it does not just make you stand out, it makes you stronger.

The Cost of Playing It Safe

Creatives who choose shortcuts risk burnout and unfulfilling careers. Brands who avoid risk fade into the background. From what I have seen, leaning too heavily on AI or following trends can produce work that feels safe and forgettable. Over time, audiences tune out. Clients begin to look for something more authentic.

On the other hand, those willing to invest in originality gain energy, identity, and a loyal following.

A Message for Young Creatives

Patience is the best gift you can give yourself. Do not expect to find your voice overnight. It took me nearly two decades to develop an illustrative style that people instantly recognise as mine. And I only got there by persisting, experimenting, and making mistakes.

In a world of instant gratification, patience is harder to practise, but it is vital. It shapes not just your career, but who you are.

The Core of It All

Whether you are a person or a brand, originality comes down to being yourself. For individuals, that means drawing on your experiences, influences, and voice. For businesses, it means discovering who you truly are and letting your brand reflect that.

Every brand is unique because it is made up of people. Too many see branding as just the icing on the cake. In reality, it is the foundation, it is identity.

In 2025, with all the noise, tools, and pressures, identity and originality have never been more valuable.

Key Takeaway

Originality is not a nice to have. It is the difference between leading and following. Between fulfilment and burnout. Between survival and growth.

“Is it worth it?”

“Oh yeah, it’s worth it… if you’re strong enough.”

Men in Black (1997)

Written by James Higgs.