The Evolution of B2B Branding: 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, SmallGiants 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. Brand 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 here.
