Globe One Digital proudly welcomes Ziad as its new Creative Director—an award-winning force with 17 years of experience transforming brands across energy, telecom, automotive, and hospitality. Backed by stints at agencies such as Leo Burnett, where he shaped bold campaigns for Pepsi, Ooredoo, and Maggi, and at BBDO Athens, where he raised the bar for Mercedes-Benz Greece, Ziad has consistently blended artistic flair with strategic insight.

A member of the International Society of Typographic Designers, Ziad has received multiple awards, including the Leo Burnett Star Reacher award, underscoring his proven expertise and passion for bold, idea-driven design. What makes him truly exceptional is his ability to unite human imagination with artificial intelligence—paving the way for immersive, technology-driven campaigns.

2025 Design Trends That Will Shape Brands

Ziad offers an insightful take on the key trends set to influence digital marketing in the coming year. Here’s a closer look at what he believes will shape the industry—and how brands can stay ahead.

AI Realism
Artificial intelligence has moved into the mainstream, shifting from novelty to necessity for designers who want to create hyper-realistic visuals or emulate hand-drawn illustrations. Tools like Midjourney, and DALL·E 2 and Runway are expanding how we prototype, research ideas, and develop stunning imagery that evokes stronger connections with audiences. By carefully integrating AI-driven elements, brands can deliver highly expressive visuals, maintain a competitive edge, and craft storytelling experiences that feel both pioneering and relatable.

The Return to Physical Experiences
With digital media constantly growing, there is a noticeable push for tactile, human-centred design that reconnects people with the real world. Creative professionals are integrating handcrafted, tangible components to balance the technological rush, reflecting consumers’ desire for authentic interactions. This approach fosters a deeper sense of trust and warmth, reminding audiences that behind every product or service stands a human element, capable of bridging digital convenience with genuine emotion.

Emotional Minimalism
In a time when users are swamped by content, emotional minimalism strips away clutter to highlight the essence of a message. Through a singular potent visual or a small shift in tone, brands can tap into authentic human sentiment without overwhelming their audience. This focus on sincerity and restraint resonates more effectively, ensuring that storytelling, rather than excess, remains the driving force behind meaningful engagement.

Immersive Appeal
Extended screen use has led to a hunger for experiences that spark wonder and involve more than just sight. Immersive design satisfies this demand by creating interactions—whether in virtual environments or physical installations—that captivate multiple senses. Companies employ “world-building” tactics to whisk consumers into vibrant universes, turning spectators into participants. By going beyond a passive display of products or services, immersive experiences spark excitement and build a lasting bond between brand and audience.

Diversity and Inclusion
Authentic representation is becoming a cornerstone of design, with brands showcasing people of different backgrounds, appearances, and lifestyles. This broader portrayal fosters a sense of community and invites viewers to see themselves reflected in campaigns. Beyond simply acknowledging demographic changes, brands that wholeheartedly embrace diversity gain credibility and cultivate trust, resulting in deeper connections and more loyal relationships with consumers.

Biophilic Design
With sustainability at the forefront, biophilic design weaves nature’s elements—earthy palettes, organic textures, and eco-friendly materials—into modern aesthetics. This direction speaks to consumers’ eco-awareness and desire for harmony with the environment, inviting them to engage with brands that prioritize responsible choices. By celebrating organic inspiration and mindful resource use, biophilic design appeals to consumers looking for authenticity and a tangible connection to the world around them.

Virtual Influencers
A new era of brand engagement has arrived with AI-generated influencers, who can be custom-built to reflect specific ideals and messages. These digital personalities provide consistent, brand-aligned content without the unpredictability human influencers may introduce. As interest grows, particularly among younger audiences, this trend is poised to gain mainstream momentum, shaping how companies build awareness and loyalty in social and entertainment channels.

Maximum Contrast
High-impact color pairings—like neon pink against rich burgundy—are cutting through visual clutter and drawing immediate attention in fast-paced feeds. Strategically combined with bold messaging, these juxtapositions enhance memorability and help brands stand out. By exploring unconventional color harmonies, designers can create impactful visuals that resonate with viewers long after they’ve moved on to the next post.

Fonts at the Forefront
What happens when typography takes center stage in design? Designers are experimenting with unusual, imperfect fonts and dynamic layouts, letting text become the centerpiece. This approach adds dimension to brand communications, showcasing the power of language in a space where captivating visuals often dominate. However, a careful balance of creativity and clarity ensures messages remain instantly accessible and memorable.

Sound as a Key Design Element
Audio is evolving into an integral part of brand storytelling, with more websites and applications adding carefully selected sound effects and music. The right audio can trigger emotional responses, enhance interactivity, and bring digital experiences to life. As tools become more user-friendly, brands are exploring new ways to personalize auditory experiences, shaping user journeys through subtle yet powerful cues that linger in memory.

Levity and Laughter
Amidst the seriousness of everyday life, humor continues to foster engagement and leave a lasting impression. Brands that use playfulness and wit in advertising, social media, or product launches can generate warmth and goodwill, increasing the likelihood of shares and word-of-mouth. This lighthearted approach allows companies to address timely topics in a more approachable manner, reaching diverse audiences eager for laughter and relief.

Sensory Branding
Harnessing multiple senses—sight, sound, touch, taste, and smell—can deepen emotional and psychological bonds with consumers. Advanced data analytics and AI are making it possible to personalize these multi-sensory approaches, which range from augmented reality experiences to ASMR (Autonomous Sensory Meridian Response) campaigns. Studies show that brands integrating sensory elements tend to see higher engagement, loyalty, and recall. A great example is Apple’s use of minimal store design paired with spatial audio, tactile materials, and a subtle yet distinct store fragrance, which together reinforce the brand’s identity and immersive shopping experience.

Ziad’s perspective bridges both the human and the technological, offering a clear vision of where digital marketing is heading and how brands can thrive. His leadership at Globe One Digital marks a new phase that centers on striking, forward-thinking ideas. As we move into 2025 and beyond, these trends will continue to shape strategies, ensuring that creativity, authenticity, and emotional resonance guide the next wave of innovation.