Why Design Has a Duty to Disrupt

Design, storytelling and creative expression have always been tools of power. Whether it’s shaping political narratives, influencing culture, or framing the public imagination, creativity is never just aesthetic – it’s ideological. In a world where inequality is systemic, the creative industry has a choice: reflect the status quo or challenge it.

Disruption is not a trend

It’s easy to think of disruption as a buzzword. But when we say creative work should disrupt, we mean it should question what has been normalised. A campaign that challenges parental leave laws, a brand identity that shifts gender expectations, a social ad that calls out systemic inequality – these aren’t marketing gimmicks, they’re statements of intent.

Why your campaign should stand for something

Because neutrality isn’t real. Every choice a brand makes communicates its values. Choosing to stay silent on issues that matter is still a choice. And it’s not the one future-facing audiences are here for. People don’t just want what you do. They want to know why you do it. That “why” should be loud, clear and unapologetic.

At Aphra, we believe design can drive change.

We built a t-shirt collection for The Dad Shift to advocate for better paternity leave. We created a 5-year strategy with Colchester Borough Homes to reimagine what public service looks like. We ran a coast-to-estuary campaign for Visit Essex that made people reconnect with nature and place. When done well, creativity doesn’t just look good. It moves people, policies and perceptions.