The design trend helping small businesses look unforgettable.

Scroll through any website today and you’ll see the same glossy photos and AI-made visuals. But the brands that really stick in your mind? They’re using illustration to add personality and soul and it’s working.

So where does that leave human-made illustration and how can it help your brand truly stand out?

AI can’t invent something truly new (yet).

AI tools are brilliant at speed. They can generate 3D models, characters, or expand on an existing library of assets in record time. But what they can’t do is invent something truly new. AI is built on what already exists. It learns from the past, not the future. Originality, wit, and cultural freshness still come from human designers who think deeply about the story a brand is trying to tell. At least for the time being…

Illustration works far beyond kids’ brands.

It’s easy to assume illustration only fits playful, youthful companies like brands for kids. But some of the boldest brand identities of the last decade have been powered by illustration. Think of Mailchimp’s quirky line drawings, which helped cement them as an approachable, creative alternative to corporate competitors. When it launched, their non-traditional, non-stock illustration style was a brave move but displayed confidence and showed the world why they are a brand leader in their field.

More recently, brands like Papier and Headspace have embraced illustration to make abstract digital services feel human, warm, and memorable. Illustration is no longer a childish choice, it’s a brave way to stand out from a sea of sameness.

Here are some examples of illustrations for grown-ups that we love:

Quirky, hand-drawn illustrations for Papier

Bold, colourful illustrations by Karen Yoojin for Headspace

Memorable line-art illustrations for Dinner Ladies Ltd

The secret AI trick to scale your illustration library.

One of the biggest advantages of illustration today is its flexibility. Agencies can create an illustration style that feels original and then use AI to replicate and expand that style into a full library of assets. Even branding giants like Pentagram have adopted this approach. This makes illustration more cost-effective and quicker to scale. But it’s important to note: the thinking still has to come first. Without a strong creative direction, an AI-expanded library risks looking generic rather than distinctive.

The future: boutique and premium.

Looking ahead, we predict human-made illustration will become a premium choice. Just as people value hand-thrown ceramics or limited-edition prints, brands will increasingly see the value in original artwork that can’t be replicated by a prompt. AI will handle the bulk and utility work, but human illustration will remain the boutique option—premium, brave, and unforgettable. It’s a reminder that originality still sells and human creativity is what makes a brand truly stand out.

Let’s make something great together.

If you’re looking to elevate your online presence with a user-friendly, easily updatable website, contact Oracle Design to discuss how we can bring your ideas to life.

Stay tuned for more updates and insights from Oracle Design.