The graphic and web design space is entering a new phase – one defined less by rapid change alone and more by how agencies respond to it. As tools evolve and client expectations become more sophisticated, the challenge is no longer just keeping up, but making more intentional decisions about process, creativity, and value.
This time we explore how the graphic and web design industry is shifting through the lens of two agencies: Big Orange Planet, a Denver-based digital agency specializing in web design and development, and Hanscom Park Studio, a creative graphic design shop focused on thoughtful branding solutions for growing businesses.
The Trends That Are Starting to Lose Their Impact
Not every trend delivers real value. Some gain traction quickly but fail to produce meaningful results in the long run.
What industry trend do you think is overhyped right now?
Ally Lennon, CEO at Big Orange Planet:
Inbound link acquisition from external sites for SEO feels somewhat overhyped at the moment, especially when it comes at the expense of internal linking. Many overlook how important it is to properly structure and reinforce links within their own site, which can have a significant impact on on-site performance and overall SEO effectiveness.
Quentin Lueninghoener, founder of Hanscom Park Studio:
There’s a trend toward low-budget, man-on-the-street-style interviews about products – like subscription cancelation services or online gambling platforms – that are so transparently scripted they do more harm than good. Audiences are becoming more aware of these tactics, and when authenticity is lacking, it tends to erode trust rather than build it.
A Shift in What Clients Expect from Agencies
Clients today are more involved and often more demanding than before. This is changing how agencies approach collaboration and delivery.
What shift in client expectations have you noticed recently?
Ally: Clients seem noticeably more informed when searching for agency partners. Many are doing their own research beforehand – often using AI tools – to evaluate potential fits, which means conversations start at a more advanced level and expectations are higher from the outset.
Quentin: Our client base is mostly small – and medium-sized businesses, and increasingly they want deliverables in Canva so their internal teams can build on what we’ve created. It adds a layer of accessibility and flexibility for them, but also requires us to think differently about how we structure files and systems. Navigating both the efficiencies and limitations of that approach is something we’re still working on.
How AI Is Shaping Graphic and Web Design Workflows
AI and automation are rapidly transforming how creative teams operate, from development processes to internal workflows.
How has AI or automation changed the way you work (if at all)?
Ally: AI has had a massive impact on how we work. Coding is now deeply intertwined with AI agents, which has significantly increased development speed and efficiency. It’s also opened up new possibilities in areas like SEO, allowing us to rethink and overhaul traditional tactics in a much more dynamic way.
Quentin: While we don’t directly use it in any of our deliverables, AI tools have helped with housekeeping efficiencies. For 15 years, I’ve hand-written notes from client meetings and drawn sketches in notebooks that I later digitize. Now, with tools like Google’s NotebookLM, those thousands of pages have been indexed and are easily searchable. It’s brought a lot more utility to those notebooks.
The Skills Design Creatives Need Today
As the industry evolves, so do the skills required to stay competitive. Technical ability alone is no longer enough.
What skill is becoming more important for agencies right now?
Ally: Adaptability, especially when it comes to AI, is becoming critical. As tools become more powerful, the barrier to entry lowers, and we expect the number of agencies to decrease over time. It’s very much becoming a case of survival of the fittest, where only those who evolve quickly will remain competitive.
Quentin: Copywriting and copyediting are becoming more important than ever. Being able to write clear, engaging, and concise stories will set agencies apart from the growing volume of low-quality, AI-generated content. Strong editorial judgment and a distinct voice are becoming real differentiators.
What the Next Few Years Will Demand from Agencies
Going forward, agencies are facing a new set of challenges that go beyond day-to-day execution. As competition intensifies, long-term success will depend on how well teams adapt their processes, positioning, and creative approach.
What do you think agencies will need to adapt to in the next 2–3 years?
Ally: In the coming years, agencies will need to become leaner and more efficient to stay ahead. Streamlining processes, embracing automation, and focusing on delivering real value will be key to not just surviving, but continuing to grow and thrive in an increasingly competitive landscape.
Quentin: Developing a unique and personalized voice will become increasingly important – both for agencies themselves and for their clients. As more of the content people see becomes AI-generated, what will stand out is work that has a clear perspective and authenticity. Distinct visuals and thoughtful writing will be key to cutting through the noise.
Final Thoughts
What stands out across these perspectives is not just how fast graphic and web design is evolving, but how the definition of value is shifting.
Efficiency alone is no longer a differentiator – especially as AI continues to streamline production. Instead, agencies are being pushed to think more critically about how they work, what they deliver, and how they communicate their ideas. From clearer internal linking strategies to more authentic creative execution, the focus is moving toward depth rather than volume.
Looking ahead, the advantage will likely belong to teams that can balance speed with intention: using automation where it helps, but doubling down on originality, strong thinking, and a distinct point of view where it matters most.
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