Recently, myself and some of team Superfly had the pleasure of visiting the iconic GF Smith HQ in Hull, and it did not disappoint.

From a marketing design perspective, the trip was pure creative fuel for me and the team! Every corner of the building told a story about the evolution of design, from the earliest days of paper craft to the latest innovations using super modern techniques and technology.

Pictured from the archives at GF Smith: “Bowie Era” – Colorplan in the 80’s.

The Power of Print in a Digital World

Our first stop was the archives, which offered a fascinating look at how paper and print have adapted over time. From designs that survived two world wars to responses to more recent events like the global pandemic, it was a living timeline of creativity.

Then came the sample room floor-to-ceiling walls filled with colour, texture, and finishes. It felt like Pinterest for paper, only better. That tactile experience reminded us why print marketing still has such impact in a digital-first world.

Finally, on the factory floor, we watched live demonstrations of the paper craft in action. Seeing raw ideas transformed into physical experiences was a powerful reminder that marketing doesn’t have to be either print or digital, it’s strongest when both work side by side.

Pictured – Rachel & Esme from the Superfly Design team trying out some paper crafts on the factory floor.

Graphic Design Trends Come Full Circle

One of the most fascinating parts of the visit was looking back at designs from as early as the 1900s. What struck us was how modern many of them still looked. It’s proof that graphic design trends don’t vanish, they evolve in cycles.

In design, these cycles move faster than in fashion or architecture, but they do still follow a rhythm:

• Micro-trends (1-3 years): bold typography, brutalist grids, or Y2K gradients that peak fast but fade when overused.

• Macro-trends (5-10 years): movements like minimalism, which dominated the 2010s but is now evolving into “expressive minimalism.”

• Evergreen principles: timeless elements like typography, balance, and hierarchy that never go out of style.

On average, what feels “fresh” in mainstream design tends to shift every 3-5 years, and technology such as AI tools, 3D graphics and motion-first branding is speeding that cycle up even more.

Pictured – the Superfly Design team with Paper Consultant Josh Williams.

Why Print and Digital Marketing Need Each Other

The big takeaway from GF Smith for us is that whether it’s the feel of premium paper stock or the reach of a bold online campaign, print and digital marketing are strongest together. For brands that want to stand out, the future of design is about blending both worlds seamlessly. If you need some assistance with this, get in touch with us and book a meeting with our design team today!