B2B branding has historically not been the most exciting topic to research into. While consumer brands led the charge on emotional storytelling, rich visual identities, and sharp messaging, B2B held tightly to tradition, leaning on legacy, logic, and a tried-and-tested (if unsurprising) palette of soft grays, greens and blues.
But, to the joy of business decision makers, procurers and end-users, the last few years had brought fresh winds, better user experiences and a lot of outstanding branding work.
Driven by shifting buyer expectations, new decision-maker demographics, and increased competition across sectors, B2B brands - even in historically more conservative in finance, healthcare, and professional services - are getting on board with the idea that branding isn’t just a coat of paint. It’s a growth lever, a differentiator, and in many cases, a crucial motivator of trust.
As an agency dedicated to bringing a(n appropriate) twist to B2B brands, we are excited to see this change. In our latest trend report, we look at the ways branding in these industries is evolving - and what makes the standout brands, well, stand out. Here are just a few trends we explore:
1. Ditching the jargon for simplicity that sells
Clear, direct communication is increasingly the norm. Brands are working to understand user perspectives, create value propositions that speak to results and create language that is accessible, useful, and human.
Take Brex, for example. Their site is buit on clean language, thoughtful design, and crystal-clear value propositions. They prove that you can get to the heart of what you offer with simple copy, even when your offering is intricate
2. The power of personality in design
Visual identity is playing a larger role in shaping how B2B brands are perceived, and brands are taking creative risks.
DocuSign’s recent rebrand is a great example. The introduction of a bolder, more expressive colour palette and a confident, typographic approach brings a sense of energy and clarity to a category often weighed down by legalese and complexity. The brand now leads with simplicity and emotional appeal - delivering the message that agreements, at their core, are about people.
3. Maximalism, microinteractions & movement
While sophisticated minimalism isn’t going anywhere, we’re seeing B2B brands embrace more expressive, layered experiences. Scroll-triggered animations, bold typography, and visual storytelling are used to draw visitors in, and keep them engaged.
Fin-Earth’s website is a perfect example. With horizontal scrolling, layered transitions, and animated storytelling, the site feels alive, without overwhelming. It is bold, but carefully controlled.
4. Purpose as a strategic anchor
Purpose isn’t a soft add-on anymore. It’s core to how many B2B brands present themselves. But the best executions move beyond abstract statements and into real clarity of values and impact.
Sonder exemplifies this approach. Their brand is built around a single, strong belief: “People are fascinating. Research should be too.” It is a clear point of view that sets the offering apart. In a field that can be seen as dry or overly technical, and practical value propositions are fairly similar, Sonder’s purpose-led brand injects curiosity, energy, and humanity into every interaction.
Why it matters
Boundary pushing B2B financial, healthcare and professional brands today know that clarity, emotion, and creativity are not in conflict with professionalism or trust. In fact, they strengthen it. They show that in high-stakes, high-consideration industries, standing out and investing in one’s brand isn’t a luxury, but a necessity that makes or breaks entire categories.
Our full report is packed with many more trends, insights, examples, and colourful inspiration from brands and agencies who are doing it bolder, brighter and more human.
Download the full SmallGiants B2B Brand Report
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