“Brands need to stop designing down for ‘approval’ over individuality,” says Dewar. The endless quest for “clean” and “minimal” has turned design into a race to be invisible, she adds. This is more evident than ever in luxury branding, where logos and identities have been stripped of their personality, heritage, and stories, leaving a sterile sameness across the board. “Sanding down every sharp edge doesn’t scream modernity—it whispers indifference. Design should surprise, provoke, and unapologetically own its space, not fade into a sea of safe San Serif.”

Mid-journey, Dalle, and ChatGPT have all felt like creative Candy Crush. And then, Genesis was announced. “Its physics engine hyper-accurately simulates everything from soft materials to physical movement, simulating complex materials and physical movements with incredible realism,” says Elizabeth Dewar, co-founder of Violet Rae. “It will enable creatives to make interactive, lifelike visuals and experiences that feel more immersive and dynamic.”

The automation of complex simulations, Dewar adds, means creatives will no longer have to spend time on the technical heavy lifting, freeing them to focus on experimenting with new ideas and telling richer, more compelling stories in their work. “Essentially, it gives them the power to create in once-impossible ways. For me, this AI will be the real gamechanger.”

Brands that matter don’t overcomplicate the approach. It’s not about faking authenticity.

“It’s about cracking genuine, authentic localization. It isn’t about slapdash translations or surface-level cultural references,” says Alexandra Dewar, a creative entrepreneur and storyteller based in UAE.

Neither do brands with impact take things for granted.

“They’ve done the deep work to understand their audience truly,” adds Dewar.