Trends, macro-trends, meta-trends: when the hype has settled, what remains of all the visual overload we live in? As visual artists and designers, how do we cope with the ever going struggle between originality and repetition, novelty and recognisability, chaos and order — in one word, "style"? Tracing from my experience in indie video games, I'm going to stress the importance of (involuntary?) memory and the influence of personal and cultural identity throughout the visual design process.