The Evolution of B2B ÌìÃÀ´«Ã½Å®ÓÅing: Braver, Bolder, and More Human
Looking at trend reports from all over the world, B2B is quite thinly represented.
Likely, because for a long time, B2B branding meant playing it safe. Serious, professional, a little grey. While B2C brands pushed creative boundaries, B2B often prioritised function over feeling. However, driven by changing customer expectations, growing competition and a deeper understanding of how emotions influence business decisions too, this landscape is changing around us.
In a new report, explores how bold B2B brands in financial services, healthcare, and professional services – often considered the most traditional by nature – are rethinking their image, impact and brand. Messaging is getting sharper. Design is getting braver. ÌìÃÀ´«Ã½Å®ÓÅ identities become filled with humour, compassion and firm opinions.
The report looks at the key shifts shaping the most effective B2B brands today, including:
Throughout, we share real-world examples – from Stripe’s developer-first ecosystem and refreshed tone, to DocuSign’s simplified, human-centred messaging and beautiful colour scheme, to Wise’s dynamic visual identity and distinctive voice. We also explore JPMorgan Chase’s purpose-driven positioning, and how brands use thought leadership to connect with their audiences.
If you’re a designer, strategist, or agency creative looking for eye candy, inspiration, and proof that branding in industries like finance and healthcare doesn’t have to be dull, this report is for you. It’s a deep dive into the ideas, identities, and executions that are redefining what standout B2B branding looks like today.
Download the full report .
