In today’s fast-paced, visual-first world, Gen Z is redefining how brands connect with audiences. For this digital-native generation, design is more than decoration—it’s identity, value, and trust, all communicated in a split-second scroll. If your brand doesn’t look relevant, it simply isn’t.
This is where design-first branding comes in. The brands capturing Gen Z’s loyalty aren’t just aesthetically pleasing; they’re intuitive, inclusive, authentic, and emotionally resonant. They’re building communities, not just customers.
In this blog, we break down what makes design-first brands so powerful—and how they’re winning over the most influential generation in the market today.
Who Is Gen Z and Why Should Brands Care?
Born roughly between 1997 and 2012, Gen Z has grown up in an era of constant digital interaction—YouTube, TikTok, Instagram, and streaming have shaped their worldview. With $360+ billion in global spending power, they’re not only shaping markets but also influencing older and younger generations alike.
What makes them unique:
- They are visually fluent and consume content at a glance.
- They value authenticity, diversity, and social impact.
- They expect seamless digital experiences—on mobile-first platforms.
- They crave personal expression and avoid corporate-sounding brands.
To Gen Z, design is the new language of trust.
What Is a Design-First Brand?
A design-first brand prioritizes visual communication and experience in everything it does—from product packaging and web design to campaign visuals and social media assets. It integrates design into the brand’s DNA, rather than using it as a last-minute add-on.
Design-first doesn’t just mean “looking good.” It means:
- Creating intuitive experiences
- Reflecting culture and values
- Building emotional connection through visuals
These brands use design to connect faster, resonate deeper, and create impact at scale.
Why Design-First Brands Win Gen Z
Here are 7 key reasons why Gen Z is gravitating toward design-first brands:
1. They Tell Stories Visually
Gen Z processes visual content faster than any other generation. For them, storytelling isn’t confined to blog posts—it’s done through color, layout, motion, and tone.
Example: Glossier
Glossier built its brand on Instagram-friendly design—soft pastels, real skin textures, and user-generated content. Their packaging and product visuals feel like they belong in your feed.
2. They Feel Authentic and Human
Gen Z doesn’t want to see perfection—they want to see reality. Design-first brands avoid sterile stock imagery or over-polished visuals. Instead, they present raw, human-centered design.
Example: Djerf Avenue
The fashion brand features inclusive models, lo-fi photography, and a raw design style that looks more like lifestyle documentation than commercial advertising.
3. They’re Bold, Creative, and Experimental
Gen Z embraces visual rebellion. Loud colors, oversized typography, retro gradients, or surreal layouts—they love brands that break the grid.
Example: MSCHF
From product packaging to campaign art, everything MSCHF does is intentionally outrageous and ironic—design becomes a form of protest and entertainment.
4. They Design with Purpose
Purpose-driven brands gain Gen Z’s respect—but showing that purpose is just as important as stating it. Sustainable visuals, inclusive color palettes, and mindful layouts show alignment with values.
Example: Patagonia
Its earthy color scheme, minimalist packaging, and no-fluff website reflect the brand’s environmental focus—every design decision supports its mission.
5. They Prioritize Digital Experiences
If your app or website doesn’t look good and function smoothly on mobile, Gen Z won’t stick around. Design-first brands focus on digital usability, interactivity, and motion.
Example: Depop
The resale app combines intuitive UX with personalized design. Listings feel like social content, and profiles resemble personal fashion blogs.
6. They Create Platform-Native Content
Great design-first brands don’t recycle content across platforms—they create native visuals optimized for each space: vertical stories for Instagram, animated TikToks, and carousels for LinkedIn.
Example: Starface
The acne patch brand uses emoji-style graphics and bright yellows, creating visuals that feel perfectly at home in Gen Z’s mobile feeds.
7. They Invite Co-Creation
Gen Z wants to participate, not just consume. Design-first brands give them tools, templates, polls, or personalization options to become co-creators of the brand narrative.
Example: Spotify Wrapped
Spotify turns each user’s data into a unique design story, creating a deeply personal (and highly shareable) brand moment every year.
How to Build a Design-First Brand for Gen Z
If you’re starting out—or evolving—toward design-first branding, here’s your blueprint:
1. Design from Strategy, Not Aesthetics
Involve designers from the beginning of your branding or marketing process, not just for execution. Let design influence how the message is delivered.
2. Create a Distinct Visual Identity
Invest in a system that includes:
- Typography and font hierarchy
- Color psychology and palettes
- Consistent iconography and patterns
- Brand illustrations or motion styles
This becomes your visual voice across all platforms.
3. Design for Thumb-Stopping Mobile Moments
Gen Z’s first impression of your brand will likely be on a 6-inch screen. Make it:
- Clear
- Fast-loading
- Emotionally engaging
- Scroll-stopping
Design for short attention spans with strong focal points, motion, and clarity.
4. Use Real People, Not Models
Authenticity wins. Use actual community members or brand fans in your campaigns. UGC (user-generated content) should be integrated into your visual ecosystem, not tacked on.
5. Build Experiences, Not Just Designs
Consider how users feel while interacting with your brand. Microinteractions, haptics, transitions, and interactivity all contribute to the experience.
Design for emotional UX, not just functional UX.
Case Study Highlights
Here’s how a few brands mastered design-first engagement with Gen Z:
Nike (AR Try-Ons & Personalized Stories)
Nike doesn’t just release shoes—they release digital experiences. Their AR try-on feature and exclusive drops in the SNKRS app use slick, kinetic design to keep Gen Z engaged.
Fenty Beauty (Visual Inclusivity)
From product photos to UI design, Fenty Beauty’s aesthetic is inclusive by design—showcasing all skin tones, genders, and styles.
Billie (Feminine Care, Bold Visuals)
This DTC brand uses playful fonts, pastel gradients, and bold copywriting to redesign how feminine hygiene is marketed. It’s bright, honest, and very Gen Z.
The Impact of Design-First Thinking
Let’s be clear—design-first doesn’t just build buzz. It builds:
- Brand loyalty
- Higher engagement
- Increased conversions
- Stronger communities
It becomes your competitive edge in a world where visual fluency is the new literacy.
The Road Ahead
In 2025 and beyond, design will become even more immersive and personalized:
- AR and VR will shape packaging and storytelling.
- AI will personalize visuals for individual users.
- Sustainability will influence not just what we design, but how.
The brands that lead this evolution will be those who listen visually, design emotionally, and evolve culturally.
Final Thoughts
Design-first branding is not about being flashy—it’s about being intentional. When done right, design becomes your loudest message, your emotional bridge, and your most authentic expression.
For Gen Z, design is the difference between “just another brand” and “a brand that gets me.”
