Every industry believes it is the exception, and every industry is partly right. A cable-gland manufacturer and a lipstick brand do not sell, buy or decide in the same way. One wins a two-year qualification process with a technical committee. The other wins a thumb that pauses for half a second on a phone screen. If an agency treats them the same, both will notice within a week.
What does not change is the discipline underneath. Find the true difference. Prove it. Put it in front of the people who decide, in the place they are already looking, in words they would use themselves. We are a branding agency for every industry in that one sense: the method travels. What we build with it is specific to your buyers, your channels and the questions your sales team hears every week.
Same discipline, different buyers
Before we design anything, we map how a purchase really happens in your category. Who notices the need, who searches, who compares, who signs, who uses the product and who complains if it goes wrong. In some categories that is one person in a supermarket aisle. In others it is eleven people across procurement, engineering, quality and finance, some of whom you will never meet.
That map decides almost everything else: what the brand strategy must prove, which assets matter most, where the media budget goes and what the website has to answer before anyone picks up the phone.
B2B committees: designing for the meeting you will never attend
Industrial and B2B buying looks rational on paper. There is a specification, an RFQ, a scoring sheet. Underneath, it runs on risk. Nobody on the committee wants to be the person who chose the supplier that failed. So your brand has to look like the safe, serious choice long before the formal process begins, and it has to keep looking like that in a board pack you did not write.
For B2B work we focus on the specifier’s first search, the capability deck that gets forwarded without you, the trade-show stand that has four seconds to stop a buyer in an aisle, and the case study an engineer reads twice. Clear language, credible proof and a calm, confident identity do more here than any campaign idea.
Consumer impulse: designing for three seconds and a thumb
Consumer buying compresses the same decision into a moment. A shopper scans a chiller door, a marketplace grid or a creator’s video and decides, mostly without reading. Here the brand has to be recognisable before it is legible: one colour, one shape, one idea that survives a 200-pixel thumbnail and a crowded shelf.
For consumer brands we spend more time on packaging, listing images, short film and the unboxing, and on building a world that makes the right people feel the product was made for them. Our Studio exists for exactly this, so ideas can be seen and tested early.
What travels between industries
Working across very different categories is useful. The clarity industrial buyers demand makes consumer electronics copy sharper. The craft of a beauty launch makes a machined component look worth its price. The discipline of a regulated category makes a food brand more careful with its claims. We move lessons across on purpose, and we tell you where we have borrowed them from.
Many companies also sit in two worlds at once: a manufacturer launching a consumer range, an electronics brand selling to both retailers and distributors, a fintech with a consumer app and a bank partnership. B2B and consumer branding in one agency matters most in exactly these cases.
How we get up to speed in your category
- A category walk. We study your shelf, your search results, your marketplace pages and your competitors’ sales material, so we see what your buyer sees.
- Interviews. Customers, sales, engineers, distributors. The people closest to the buying decision usually know the answer already.
- Specialists where they matter. Native-speaking writers for local-language work, and specialist partners for structural packaging, film and technical writing.
- Honest limits. Where a category needs regulatory or legal sign-off, we design around content your own experts approve, and we say so at the start.
You can see how we run projects on how we work, and how we price them on how we charge.
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