Where creatives find inspiration
In a fast-moving creative world, knowing what's trending and who's inspiring is key to staying relevant and fresh. To help content creators, marketers, and visual professionals tap into what's hot in design this and next year, Adobe Express asked 335 creative pros across the United States where they find inspiration, who they admire, and how they balance originality with influence. From the rise of minimalism to the reign of TikTok, this report is your snapshot of what's inspiring today's creators.
Key takeaways
- Creatives find Apple (29%) to be the most creatively inspiring brand right now, followed by Adidas (17%) and Google (16%).
- Creatives rank Beyoncé (19%), Rihanna (19%), Taylor Swift (17%), Billie Eilish (15%), and Bad Bunny (14%) as the top five most creatively inspiring public figures in 2025.
- Minimalism (25%) and nostalgia/retro (25%) are the top creative styles inspiring content this year.
- Creatives say TikTok (29%) is the top platform for inspiration, beating Instagram (25%) and YouTube (20%).
- Nearly half of creatives (48%) plan to refresh their brand identity in 2026, with 11% planning a full rebrand.
Summary/Overview
The most inspiring brands, public figures, and looks of the year
What's inspiring creators right now? A mix of iconic brands, cultural tastemakers, and timeless design styles.
Apple leads the way as the most creatively inspiring brand, according to creatives. With its clean designs and consistent innovation, Apple continues to influence content across categories. Adidas and Google followed, showing how branding, tech, and lifestyle brands all shape visual culture today.
When it comes to individual creatives, Beyoncé topped the list, followed closely by Rihanna, Taylor Swift, Billie Eilish, and Bad Bunny. These artists' appeal, from music to fashion to brand building, makes them powerful creative reference points across generations. The top creative inspiration for baby boomers was Kylie Jenner. Both Gen X and millennials said Rihanna is their creative muse, while Gen Z creatives were most inspired by Drake.
As for visual styles, minimalism and nostalgia/retro styles tied as the top design inspirations, with 25% of creators embracing each. Whether it's a clean, modern look or a vintage callback, both styles offer ways to create content that stands out.
Where creators go to spark new ideas
From short-form videos to brand visuals, creatives today draw inspiration from the same places they share their work.
TikTok leads as the most influential platform for creative inspiration in 2025, with 29% of creators citing it as their go-to source. Instagram followed at 25% and YouTube at 20%. These platforms' constant churn of visual content and emerging trends make them powerful tools for sparking new ideas.
When asked which content types most often inspired them, 56% of creatives pointed to short-form video, followed by memes and pop culture references (35%) and long-form video (33%). Quick, visual storytelling continues to dominate, offering a rich playground for design and content experimentation.
Many creatives aren't just inspired by content. They’re also actively deconstructing it. Social media posts (50%), branding and visuals (42%), and videos (35%) are the most commonly reverse-engineered content types. This shows how creators study what works, then remix it with their own twist.
Nearly half of creatives (47%) estimated spending 11 to 30 minutes gathering inspiration before they start creating content, while 22% said they dedicate over an hour to research and ideation. The right creative spark takes time, but the right tools also speed things up.
Balancing originality with trend awareness
Inspiration is everywhere, but so is pressure. Here's how creators are navigating the need to be original while staying on trend.
Over half of creatives (56%) reported feeling pressure to follow visual trends to stay relevant. Another 57% also felt pressure to publish more quickly because of their competition. Add in that 30% said they feel overwhelmed by the sheer number of trends, and it's clear that creators are juggling a lot to stay competitive.
Despite all that, most creatives are striving for balance. Half of those surveyed said the key to creative success is blending originality with trends. Just 11% said trend-following should take priority, while 39% preferred originality above all.
Looking ahead, nearly half of all creatives (48%) had plans to refresh their brand identity in 2026. That includes 11% planning a full rebrand. With visual trends evolving rapidly and consumer expectations increasing, more creators are preparing to adapt how they present their work or brand online.
Tools for creating original content
Creative inspiration is everywhere, and with the right tools, it's easier than ever to turn those ideas into standout content. Adobe Express makes it simple to design, plan, and share visuals that reflect your unique style while staying on trend.
Try these tools to bring your creative ideas to life even faster:
- Short-form video creator: Create TikTok, Instagram Reel, or YouTube video content using customizable, on-trend templates.
- Brand kits: Refresh your visual identity with custom logos, fonts, and color palettes that you can apply across all your content.
- Content Scheduler: Plan and publish posts across your channels while staying consistent with brand visuals and voice.
- Mood board maker: Collect and organize your creative inspiration into one visual board before starting a new project.
- Social media graphics: Design shareable graphics that follow popular styles like minimalism or retro with easy-to-use templates.
Turning inspiration into action
Today's creators are more tuned in than ever to trends, platforms, and the need for originality. Whether they're remixing nostalgia, keeping up with TikTok, or studying the latest from brands like Apple and Adidas, creative professionals are constantly evolving their approach.
By understanding what's inspiring others, you can find new ways to shape your own content. And with tools like Adobe Express, turning inspiration into standout visual storytelling is faster, easier, and more fun than ever.
Methodology
Adobe Express surveyed 335 creative professionals to explore where creatives are finding inspiration. Of the respondents, 18% were Gen Z, 62% were millennials, 17% were Gen X, and 3% were baby boomers. The survey was conducted via SurveyMonkey.
Fair use statement
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