I have a good friend who is a talented artist. We tend to look for styles that let us produce game content or marry existing content to the aesthetic with minimal extra work. Specifically, picking a good style and using shaders to achieve it can mean the ability to drop in Asset Store assets or models from other marketplaces and get them looking bespoke without much trouble. For Pine Tar, this meant my friend making a halftone shader that we could apply to all our materials.

Another option which I'm using on my current project is to go minimalistic and lean into typography and procedural visuals, so I don't need portraits or specific custom textures. This can work well for games like Wordle, where the game is meant to be front and center and the audience isn't looking for some heavy-weight theme.