Brands are increasingly turning to illustration for its distinctiveness and ability to stretch creative ideas beyond the limitations of photography. Despite some hesitations due to perceived risks and procurement challenges, the potential for illustration to stand out in a saturated market is driving its resurgence as a vital creative tool. Experts predict a future where illustration becomes more integrated with digital media and creative direction.

Brands are increasingly leveraging illustration as a powerful storytelling tool, creating engaging experiences that resonate with audiences. Notable examples include Nissan's cinematic animations, Costa Coffee's festival activations, and Tesco's premium packaging, all highlighting the collaboration between brands and illustrators to enhance authenticity and emotional connection.