“Make it feel human”

That’s something I’ve been hearing more and more lately. Clients asking for work that feels hand-drawn, more organic, less polished. Shapes that aren’t mathematically flawless.

Colors that feel grounded and warm instead of hyper-saturated purples and glowy gradients. More texture, more character. It’s interesting to watch the shift.

For years, we leaned heavily into ultra-smooth, gradient-heavy, almost sci-fi aesthetics (Think Stripe, Linear). Everything felt crisp, precise, and digital. But now, as AI-generated design becomes better and more accessible, that kind of perfection feels easier to replicate.

And therefore it stops being special.

Brands are moving toward something that feels more real. More ownable. More personal.

You can already see it happening with brands like Granola. There’s personality in it. It doesn’t scream "look at me". The tone feels grounded.

Personally, I’m all for it.