Inspired by Brett from DesignJoy
If you’ve spent any time in the design community, you’ve likely come across the viral tweet by Brett from DesignJoy—one that boldly claims, “The real reason Dribbble died? Because design died.” It’s a provocative statement, but if you’ve been around since the early 2010s, you might find it hard to disagree.
A Golden Era of Chaos and Creativity
According to Brett, the early 2010s represented a “golden age” of design—a time when Dribbble was overflowing with wild, unfiltered exploration. If you remember the Daily UI challenge, you’ll recall how every day brought a fresh prompt, and designers everywhere responded with delightfully off-the-wall solutions. It didn’t matter if a concept was feasible; it only mattered that it was imaginative and exciting.
During those days, it felt like designers were truly free to experiment. You could log into Dribbble and see the entire spectrum of creativity, from neon gradients to 3D illusions—often posted by people who were simply having fun. No one was hung up on best practices or compliance checklists. Instead, the community seemed driven by a single, unifying question: “What if?”
The Rise of Minimalism and Systems
But as Brett points out, something changed. Minimalism swept through the industry, and with it came design systems, tokens, and an ever-growing stack of frameworks. Consistency, scalability, and efficiency became top priorities—and with those priorities came a new set of rules.
The once-chaotic energy gave way to a quieter, more systematized approach. Instead of posting experimental mockups, many designers found themselves polishing style guides or ensuring brand alignment. And while these changes introduced valuable structure, they also began to erode the unbridled sense of discovery that made platforms like Dribbble so vibrant.
Where Did the Fun Go?
Brett’s perspective reflects a broader sentiment shared by many who lived through that “golden age.” The prevailing feeling is that design has become sanitized—“systematized,” as he puts it—and the playful spark that once propelled the community forward has dimmed. Designers now speak more about tokens and variables than about boundary-pushing ideas or emotional connections.
This shift begs a question: Do we even have a design era anymore? In a world of guidelines, grids, and nested components, it’s easy to feel like we’re living in a post-creative design landscape. The bold shapes, loud colors, and fearless experimentation have been replaced by predictable layouts and a near-universal preference for minimalist aesthetics.
Holding Onto the Magic
Still, Brett’s reflection doesn’t come from a place of pure cynicism—it comes from longing. Many designers carry a chip on their shoulder precisely because they remember a time when design felt magical, daring, and truly communal. They hope—even if just a little—that those sparks of creativity might return.
And maybe they will. Perhaps we’re due for a new wave of boundary-pushing ideas, driven by designers who grew up in a world of structured systems and are itching to break free. Tools will always evolve, but the creative spirit can still find ways to flourish within—or in spite of—constraints.
Bringing Back the Spark
As Brett’s tweet reminds us, design isn’t just about creating polished, production-ready assets. It’s about exploring, questioning, and occasionally throwing caution to the wind. It’s about dreaming up concepts that might never see the light of day, simply because the act of creation is its own reward.
So here’s to hoping that platforms like Dribbble—and the broader design community—rediscover that fearless energy. If we allow ourselves to break the rules once in a while, who knows what we’ll invent next?
After all, design didn’t really die—it just fell into a deep, systematized sleep. With a little bit of chaos and a dash of rebellion, perhaps we can wake it up again.
Written with inspiration from Brett (@BrettFromDJ) at DesignJoy.
Original tweet content courtesy of Brett. All opinions are a reflection of the current design discourse.