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, it 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:

• Moving from product-led messaging to customer-first value propositions

• Making emotional connection a competitive advantage in high-stakes decision-making

• Saying more by simplifying: clearer language, less jargon, more clarity

• The rise of bold visual design: expressive typography, richer colour palettes, and more interactive experiences

• A resurgence of editorial-style layouts, scroll-triggered animations, and even early signs of maximalism

• Building ecosystems, not just products, and making the community part of the brand

• The growing role of thought leadership and executive visibility as brand-building tools

 
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.