“Boring branding is not an option.” – Ernesta Smilgeviciute, Brand Designer & Freelancer.
Over the past years, we’ve seen companies adopt numerous brand identity phases – minimalism, the glossy lifestyle aesthetics, even maximalism. Now, with Apple’s latest move, we’re also seeing the rise of the liquid glass design – shiny, dimensional, and futuristic.
Yes, these changes were influenced by both industry and the current design trend. And up until now, brands chased the idea of being (and staying) relevant. But somewhere along the way, things started to blur.
People aren’t looking for perfect anymore.
They’re looking for personality. They’re looking for brands that are emotionally resonant, expressive, and overall, human.
That’s what makes Ernesta Smilgeviciute’s work just so refreshing. It’s bold, playful, full of color – and completely unapologetic. Just like her.
One of my favorite lines from Ernesta has to be,“I’ve loved being creative for as long as I can remember”. The reason it stuck with me is simple: she summed it up perfectly for everyone in the creative world – the constant need to make something new, to craft, to experiment, and just keep creating no matter what. Although there was a time when she admitted that “I didn’t know what I wanted to do with my life” and doubted that graphic design was for her, Ernesta was still exactly who she’d always been: a creative at heart. So, after trying out a few marketing and social media jobs, none of them were right. “I just didn’t enjoy them”, she reveals.
This was up until one day when she randomly stumbled across an Instagram post about brand design. “It caught my attention because it looked creative and fun, so I decided to explore it further and give it a try.”
That’s when she decided to create a passion project. She wasn’t chasing perfection. She just wanted to do something that she truly enjoys. Since then, she’s built a career doing exactly that.
“I feel like my bold style lets me express myself exactly how I’ve always wanted.”
Yes, her bold, playful style started from her being herself. Bright colors, expressive characters, and strong visual identities became her way of communication. And she’s not alone! More and more brands are stepping away from the cookie-cutter approach and embracing their own voice.
Designers and companies are quickly embracing creativity powered by personality and boldness as a brand strategy. One that doesn’t just look good, but actually means something.
Indeed, the foundation of Ernesta Smilgeviciute’s work is boldness and self-expression. But the reality is that none of the successful brand identities that she’s built come from just “making something cool”. No. They’re the result of listening – to the client, the audience, and the story that needs to be told.
The secret to a great design is strategy and making sure that the brand we’re creating has a clear purpose, message, and connection to its people. Similar to what Ruben Cespedes, Principal Product Designer at Dell, said: it’s all about designing with intention.
This is why, as designers, we should always think about the why. Even Ernesta’s most playful characters are built with that intention.
“Storytelling helps shape that strategy into something people can emotionally connect with. Once that foundation is set, I bring in the fun, expressive side.”
So, whenever you start working with a client, follow Ernesta’s design process: ask them if they have a specific vision in their mind.
What does their brand feel like? If it were a person, how would it act? What should people feel when they see it? These kinds of questions go beyond just visual references as they tap into the emotional core of a brand, and it’s an insight she learned from her marketing background.
And if the client doesn’t have all the answers? Well, that’s where the fun begins. At least for Ernesta. She thrives when given creative freedom, because she can dig into inspiration, explore unexpected ideas, and push things further.
Of course, that’s when Pinterest, Behance, and Instagram become her best friends. Then, without overthinking it, she just starts creating. No long delay between inspiration and execution.
There’s strategy and structure, sure – but there’s also intuition, flow, and a kind of creative honesty. That’s what makes Ernesta’s designs feel so alive.
When designers allow themselves to simply create, they also allow themselves to fully show up as who they are. These are the designers behind one of the greatest brands. Mailchimp with its quirky illustrations, Figma’s bubbly and playful identity, even Glossier’s personal and expressive voice.
The commitment to self-expression and authenticity allows these brands to be seen as more than just companies. They don’t hide behind generic visuals or messaging. Ernesta reveals that, instead, it’s about having a clear personality and telling a story people care about.
“In a noisy world, it’s not just about standing out visually, but about making people stop, smile, or relate”, she explains. Whether it’s through playful visuals, a clever tone, or a thoughtful detail, “that’s what sticks with people long after they scroll past”.
As Emilie Mazurek said, delight is in the little things. Emilie even gave a really sweet example where she was pleasantly surprised with the subtle UI ripple when adjusting the volume on her new iPhone – a tiny, unnecessary detail that made her smile. That’s personality.
Because in the end, your brand should feel as real as you are.
The wave of personality, boldness, and self-expression has fueled the rise of maximalism among brands as younger audiences resonate more with it. For some designers, especially Ernesta, this shift is just a reaction to years of safe, minimal branding that started to feel too corporate.
That’s why, in the past couple of years, we’ve seen trends in digital branding like mascots, bold type, and expressive visuals. In other words, it seems like more and more brands are embracing fun. Ernesta seems to be loving these trends because they are “showing more of their human side, which helps build a real connection”.
Mascots, in particular, are not always a priority when it comes to building an identity. Ernesta even thinks that they are “definitely underrated”. The truth is, however, that they bring so much personality to a brand, and “make it instantly more relatable and memorable”.
“Mascots feel like a friendly face behind the brand; they make people smile, feel something, and remember you.”
Gen Z and the generations coming after are the reason for this increased embrace of such trends. Why? Well, since they grew up with animated content and value self-expression, mascots tap into that sense of fun and nostalgia while also standing out in a scroll. That emotional connection matters.
Ernesta even admits that she would love to rebrand Nutella. “Not because it needs a change, but I think adding some playful illustrations or a fun mascot could give it even more personality and help show its joyful, indulgent side”, she adds.
To her, branding (or rebranding) is not just a visual upgrade. It’s a way to unlock new layers of emotions, charm, and personality to a brand and design.
So, is the future of digital branding maximalism? Or will brands shift towards minimalism as a form of trust and authority?
Ernesta believes that there’s room for both. Yes, she also admits that right now, maximalism is the one shining. But let’s face it! Minimalism isn’t going anywhere, especially in industries like banking and AI, where we need clarity and transparency, without overwhelming the user.
Instead of a full swing back and forth, Ernesta sees the future of branding as balance. Brands will choose what truly fits their story and audience, while also learning how to add warmth or play into minimalism.
“I see the future as more flexible brands choosing what truly fits their story, not just following a trend.”
Yes, companies need to have personality to stand out. Ernesta highlights the Top of the Mornin’ Coffee brand as the perfect example, as she expressed that she looked at it and just went – “Ugh, I wish I made that!”.
It’s vibrant, playful, and just so full of personality. They use bold colors and fun illustrations in a way that combines strategy, storytelling, and fun, something that makes it feel “fresh and inviting”. This is the type of design that makes you instantly want to try the product.
But as creatives? Personality and self-expression are even more important. When people see the person behind the work, they connect on a deeper level – and that connection often leads to more opportunities and clients. This is why Ernesta listed her dog, Delilah, as her Community Manager. It’s fun, it brings personality and warmth into what she does, and overall – it just shows the type of person she is.
However, this is not always the case for everyone. Most people may be hesitant to show their true selves, as it might seem unprofessional. But authenticity is the real key to building trust and creating professional connections. It’s all about being genuine and relatable.
When you show up as yourself, your work becomes a true reflection of your values and creativity. And that resonates far more than any carefully crafted image ever could.
Sometimes, letting your personality shine through every project, post, or interaction – that’s how we become better designers. Because, as Ernesta shows us, it’s those personal touches that make us or a brand unforgettable.
