What inspires today’s creators? Apple, TikTok, and minimalist design trends
A new Adobe Express study reveals how creatives are drawing inspiration and what brands need to know
Creativity doesn’t happen in a vacuum. In 2025, marketers and designers are turning to tech brands, pop stars, and short-form content for their next big idea.
A new survey from Adobe Express asked 335 creative professionals across the United States about what’s fueling their content. From brand identity overhauls to aesthetic trends, the findings show Apple topping the list of inspiring brands, TikTok outpacing Instagram and YouTube as the idea engine, and minimalism making a strong comeback.
This article breaks down Adobe’s key insights and what they mean for digital marketers navigating a creative world that moves fast, looks sharp, and rewards those who stay tuned in.
Short on time?
Here’s a table of contents for quick access:
- What’s inspiring creatives in 2025
- The platforms and formats driving content ideas
- Why brand identity is getting a refresh
- What marketers should know
Atikah Amalia
What's inspiring creatives in 2025
Apple continues to shape how creative professionals think and build. In Adobe’s survey, 29% of respondents named Apple the most creatively inspiring brand, far ahead of Adidas (17%) and Google (16%). The brand’s blend of visual minimalism, product consistency, and emotional resonance keeps it front and center across industries.
On the public figure side, Beyoncé and Rihanna tied at 19% each, followed by Taylor Swift (17%), Billie Eilish (15%), and Bad Bunny (14%). Each has built a visual and cultural brand that extends far beyond music.
Minimalism and nostalgia are tied at the top when it comes to aesthetic inspiration, each scoring 25%. Creators are clearly split between forward-looking simplicity and throwback familiarity.
The platforms and formats driving content ideas
TikTok is now the go-to platform for creative inspiration. Nearly one in three creatives (29%) said they turn to the app first, followed by Instagram (25%) and YouTube (20%). The constant stream of trend-driven content on these platforms helps creators stay plugged into what’s resonating in real time.
Short-form video dominates as the most inspiring content type. Over half of the creatives surveyed (56%) cited it as their top source of inspiration, outpacing memes and pop culture (35%) and long-form video (33%).
What’s notable is how many creatives actively reverse-engineer content. Half said they analyze social posts to understand what works. Another 42% look at branding and visual elements, while 35% study videos. Dissecting what resonates has become a core part of the ideation process.
Why brand identity is getting a refresh
Looking ahead to 2026, 48% of creatives said they plan to update their brand identity. Eleven percent are going further and planning a full rebrand. This reflects a broader need to adapt to shifting audience expectations and rising visual standards.
But staying relevant isn’t easy. Over half of respondents (56%) said they feel pressured to follow design trends. Thirty percent said they feel overwhelmed by the volume of new trends surfacing across platforms.
Despite that, creatives are aiming for balance. While 39% prioritize originality, 50% said the key is blending original thinking with trend awareness. Only 11% said following trends should take priority.
What marketers should know
Here’s what brand strategists and creative leads should take away from Adobe’s findings:
1. Treat TikTok as a trend engine, not just a channel
If your team isn’t using TikTok to monitor visual trends and content formats, you’re missing a major source of inspiration. It’s where ideas start, not just where they’re shared.
2. Build systems for fast creative iteration
With short-form content and visual remixing taking over, speed matters. Use tools like mood board makers and video templates to test and scale ideas quickly.
3. Anticipate a rebranding wave in 2026
If nearly half of creatives are preparing to update their brand identity, your competitors might be among them. Now is the time to evaluate your own branding and decide whether it’s built for the next wave of visual trends.
4. Don’t choose between minimalism and nostalgia
Both styles are peaking. Minimalism offers clarity in noisy feeds, while retro design taps into emotional storytelling. Experiment with both to see what resonates with your audience.
5. Support originality with structure
Original content doesn't mean starting from scratch. Encourage your team to study top-performing content, then layer in unique brand elements. Reverse-engineering is part of the process now.
Today’s creators are working in a space that’s moving faster than ever, but they’re not chasing trends blindly. They’re blending what works with their own creative DNA, whether that means leaning into Apple-level design polish or borrowing TikTok’s fast-cut energy.
For marketers, the message is clear. Watch what’s inspiring creators, and build flexible systems that help your brand move at the speed of culture.
