Exploring the Idea of Outlandish Optimism: The Theme for International Design Day 2025
What happens when designers embrace unfamiliar forms of optimism as both a mindset and a method?
The International Council of Design (ICoD) has announced the theme for International Design Day (IDD) 2025, encouraging designers to imagine and build positive futures. Titled Outlandish Optimism, the theme invites creative professionals to challenge myths and resist bleak, hopeless narratives. The idea was developed by ICoD’s host member, the Association of Polish Graphic Designers (STGU), with a poster designed by Olena Tverdokhlib—a Ukrainian graphic designer, illustrator, and art director.
In its official statement, ICoD reflects on the human desire for more—more land, more water, more air, more resources. Yet in the pursuit of “more,” fairness has rarely been a priority. The ecosystems from which we extract resources to make and consume have long operated under unfair systems—ones that neglect not only many people but also non-human life. Outlandish Optimism asks: what if it’s not the world that needs changing, but us? What if designers stopped creating “more” and started recognizing that what we already have might be enough? To adopt this way of thinking, design itself must change. That’s why ICoD calls on designers to experiment with a speculative approach—one that embraces this radical optimism.
More than just a shift in mindset, the theme encourages designers to experience the planet through a wider lens, one that considers time and space at a planetary scale. With this perspective comes an important realization: the Earth does, in fact, have enough resources for everyone. There is enough land, water, food, shelter, and materials for all. Scarcity is a myth—abundance is real. The true issue lies in how we distribute resources. Overconsumption, fast fashion, growing piles of waste—all symptoms of a human-centered approach that can no longer meet the needs of our planet and all its inhabitants.
So, what can we do?
Outlandish Optimism is both a speculative attitude and a design method. In today’s world, optimism may feel naive or out of place—especially in the face of climate crisis, war, greed, and waste. Pessimism is often the default reaction to global problems. But research shows that an optimistic mindset can lead to real, positive outcomes. Optimism helps people live longer and take meaningful action toward change. And here’s the truly “outlandish” idea: what if optimism sparked a sense of awe for everything the world already offers? What if it inspired us to nurture our relationships and our work in ways that no longer exploit people or the planet, but instead support balance, justice, and sustainability?
Visually capturing this idea, the Outlandish Optimism poster for IDD 2025 is rooted in a powerful narrative of resilience. Designed by Olena Tverdokhlib, the poster reflects hope and optimism amid hardship. Olena has worked with leading agencies in Ukraine and Poland, including Ogilvy, Grey, Scholz & Friends, and Dozen, on both local and international projects. She is known for her emotionally resonant social campaigns that communicate urgent issues through strong visual storytelling. Each element of the IDD 2025 poster carries deep meaning. The flower symbolizes resilience and the enduring belief that hope can grow even in the darkest of times. The dark background represents the harsh realities and instability that affect many parts of the world. Floating above this backdrop is an eye—a visual lens to see the world, and perhaps to catch glimmers of light hidden in the shadows. These visual elements remind us to keep searching for and nurturing what is good, even in difficult environments.
As designers and creatives, we have both the tools and the power to change perceptions. Through our work, we can shape narratives, focus attention, and open minds to optimism—especially in hard times. This poster serves as a reminder that our creative vision can light the way forward and inspire others to find beauty and strength in unexpected places. With this spirit, designers are invited to reflect on their role as storytellers of a more optimistic world, especially for those currently living through conflict and uncertainty.
To celebrate International Design Day 2025, ICoD encourages designers and organizations to create events around this year’s theme. These could include digital activities such as live interviews, conferences, talks streamed via social media, or in-person gatherings, discussions, or workshops inspired by the theme and the following prompts:
Is your design optimistic?
Do you feel defeated by the pressure to create more “stuff”, to design unethical objects or systems of distribution that are not fair or kind? How can your design practice break the myth that there are “not enough” resources to go around?
Which doom and gloom narratives are censoring you from designing the way you want? What about bringing more positivity into your practice?
How can you use the tools of design to shift perceptions so that all people and living things can “bloom”? Can you imagine developing a positive model for something no one has seen yet?
What outlandish design act could you carry out to prove optimism can support balance, equity, and flourishing?
