Searching for a great B2B rebranding agency should be easy. But it’s not.
If you’re a marketer looking for an agency to help with your branding or rebranding project, you’re straight off to Google or one of the million AI tools we have now.
But the results?
Dominated by Clutch, other listing websites, and agencies that are paying to play. You end up with a list that’s less “best agencies” and more “best at paying for visibility.”
I’ve been running a B2B branding agency for over fifteen years.
I know the market:
The good agencies, the ones to avoid, and the ones that are brilliant at pitching but less brilliant at delivering. So rather than leave you to wade through sponsored listings and comparison sites with a vested interest in the click, I’ve put together the list I’d actually use.
If I was looking for an agency for my B2B brand, these are the companies I’d be looking at.
All at different sizes, scales, and suitable for different budgets. Fully impartial. No shenanigans.
But before we get to the list… a few things worth understanding about what actually separates a good B2B rebranding agency from one that looks great in a pitch and disappoints in delivery.
What makes a B2B rebranding agency genuinely good?
Most agencies look identical at the pitch stage.
They’ll show you a process deck, walk you through some case studies, and tell you they take a strategic approach.
So does everyone else.
The difference between a good B2B rebranding agency and one that costs you twelve months and a six-figure budget with nothing to show for it isn’t visible on their website.
It comes out in how they work. What they push back on. Whether they’re optimising for your outcome — or their next invoice.
Here’s what I’d actually look for.
They start with the commercial problem, not the creative solution
A brief that begins with “we want a new logo” or “our website looks dated” is a symptom, not a diagnosis.
The agencies worth working with slow that conversation down. They want to understand what’s actually not working commercially before they recommend anything.
If an agency hears “we need a rebrand” and immediately starts talking about deliverables — they’ve skipped the part that matters most.
They can prove what happened after, not just what it looked like
Portfolio images tell you an agency can make things look good.
They don’t tell you whether the work moved the needle.
Before-and-after metrics — pipeline uplift, conversion rate improvement, recruitment application quality — are the only honest measure of whether a rebrand did its job. If an agency can’t give you a single number that changed as a result of their work, that’s worth noting.
They’ll tell you if you don’t actually need a full rebrand
This is the one most agencies fail.
If your problem is positioning, a new identity won’t fix it. If your messaging is unclear, a new logo won’t help.
A good agency diagnoses first and recommends second — even if the recommendation is “you need six weeks of strategy work, not a full rebrand.” An agency that recommends a full rebrand regardless of the brief is optimising for revenue, not your outcome.
They have a process for stakeholder management, not just design
B2B rebrands don’t fail in the design phase.
They fail when the CEO has strong opinions about the logo. When the sales team won’t use the new materials. When sign-off takes four months instead of four weeks.
The agencies that execute well in B2B have been through this before. They have a process for managing it — not just for producing beautiful work.
They can tell you about a rebrand that didn’t go to plan
Ask every agency you speak to: tell me about a project that was difficult.
Not one that failed — one that hit a wall and had to be worked through.
If they can’t answer that, they’ve either not done enough rebrands or they’re not being straight with you. Every agency that’s worked at real scale has at least one story like this. The ones who share it have earned more trust than the ones who only show you the highlights reel.
Questions to ask any B2B rebranding agency before you hire them
So you know what good looks like. Now here’s how to find out if an agency actually has it.
Most people ask the wrong questions.
“Can I see your portfolio?” — yes, obviously.
“What’s your process?” — every agency has a slide for that.
“Do you have sector experience?” — they’ll say yes regardless, and haphazardly shape something close to your project into a workable case study.
Here are the questions that actually tell you something.
What happens if our stakeholders can’t agree on a direction?
This will happen. The agencies that handle it well have a process for it. The ones that don’t will quietly let the project spiral while everyone waits for someone to make a decision.
Watch out for: vague answers about “collaborative workshops.”
Push for specifics. How many decision-makers do they recommend having in the room? How do they handle a CEO who wants to override the marketing team’s direction?
The best rebrands I’ve seen have one thing in common: a marketing team with the confidence to say “look, this is the brand direction that serves your business strategy — trust us.” The best agencies help build that confidence, they don’t undermine it by inviting every C-level executive and their granny into every review.
Can you show me results, not just work?
Pretty portfolio. Great. What happened after?
Pipeline change. Conversion rate. Recruitment application quality. Organic traffic. Something that moved. If an agency has been doing this long enough and can’t give you a single number that changed as a result of their work, that’s worth noting.
Can you give me a client who went through a difficult project with you, not just a successful one?
Every agency has a highlights reel. The ones worth hiring can also tell you about the project that hit a wall in week eight, what went wrong, and what they did about it.
If they can’t talk about it openly, they’re either not being straight with you, or hiding something.
Do we actually need a full rebrand, or something less?
Ask this directly.
A good agency will give you an honest answer even if it means a smaller project.
The signals that point to a full rebrand:
Something fundamental has changed — a merger, acquisition, new market, new audience, a strategic pivot that your current brand simply won’t support. You’re not just looking dated, you’re actually pointing in the wrong direction.
The signals that point to a brand refresh:
Your strategy is sound, your positioning still works, you just need to modernise the look and feel. A new website is on the cards and tidying the identity alongside it makes sense.
If the strategy is solid, don’t burn it down just to feel like you’re doing something.
A good agency will help you decide between a brand refresh or a full rebrand. We’ve told clients that. It’s not always the answer they were expecting, but it’s the right one.
What does the brand rollout and activation actually look like?
This is the question nobody asks until it’s too late.
A rebrand that lives in a brand guidelines PDF and nowhere else is a rebrand that didn’t work.
In B2B, rollout means getting everything onto your internal systems (yes, I’m looking at you SharePoint) and making sure your team can actually use the new brand without needing a degree in design.
Templates. Asset libraries. Internal comms. Training.
Ask what’s included. Ask what’s not.
What would make you walk away from this project?
Any agency worth working with has turned down projects. We have.
We’ve passed on consumer work that wasn’t the right fit. We’ve said no to companies with genuinely unrealistic expectations (“we need a full rebrand by next month”). We don’t do ten-agency pitch processes where you’re essentially working for free on the off-chance of winning the business.
If an agency has never walked away from anything, either they take every project regardless of fit, or they’re not being honest with you.
How do you work together after the rebrand is done?
This one matters more than most people realise.
We’re not a “pump them and dump them” agency.
We’re not interested in delivering the rebranding project and disappearing. The clients we do our best work with are the ones who see us as a long-term partner, not a supplier to manage, but an extension of their marketing team.
Ask any agency you’re considering: what does the relationship look like in year two? If they don’t have a good answer, you’ll probably find out why somewhere around month four.
15 of the Best B2B Rebranding Agencies in the UK (and Beyond)
A note on the list: these agencies are ordered alphabetically, not by preference or ranking. They range from boutique specialists to global consultancies — so whether you’re working with a £20k budget or a £200k one, this list has the agency for you.
Alan.agency
Enterprise B2B brand and marketing for companies trying to reshape their industries.
Alan work at a level most branding agencies don’t — clients include SAP Concur, Oracle, Google, LSEG, Deloitte, and EY. Their positioning is built around a specific idea: that the best B2B brands don’t just communicate, they provoke change. It sounds like a tagline but the work backs it up.
Best for: Larger B2B organisations with complex propositions and serious budgets. If you’re a £5m turnover business looking for a brand refresh, they’re probably not your people. If you’re a global professional services or fintech brand trying to reposition in a crowded market, they absolutely are.
Strengths: Strategic depth, enterprise-level credentials, strong blend of research, journalism and creative thinking. Work that earns attention in markets where everyone looks the same.
Worth knowing: Their sweet spot is big, complex, multi-stakeholder B2B. If that’s you, few agencies do it better.
Canny Creative
https://www.canny-creative.com
B2B branding and websites for marketing teams who need a strategic partner, not another supplier to manage.
I’m going to be upfront: this is us. Make of that what you will. But the work speaks for itself — a 160% uplift in conversions for a recruitment brand, 160% organic traffic growth for a healthcare client, and over ten years of B2B rebrands delivered without London agency pricing.
Best for: B2B companies in recruitment, IT, healthcare, and professional services who need branding and website delivered together by one team. Particularly strong for marketing managers who need a senior-level partner, not a junior team to manage.
Strengths: Strategy-first process, B2B sector depth, branding and web under one roof, honest about what you need and what you don’t.
Worth knowing: We’re a team of nine. We don’t take every project, and we’ll tell you if we’re not the right fit. If you want a 10-agency pitch process, we’re not your people.
Crush Design
https://www.crush-design.co.uk
Genuinely creative B2B branding that refuses to look like B2B branding.
Most B2B work plays it safe. Crush don’t. Their portfolio — which includes work with IBM — does things with identity and design that you’d rarely expect to see in a B2B context. They’re proof that “strategic” and “visually interesting” aren’t mutually exclusive, which sounds obvious but is apparently hard for most agencies to pull off simultaneously.
Best for: B2B companies who are tired of safe, forgettable branding and want work that stands out without losing credibility with a serious buyer audience.
Strengths: Creative ambition, strong B2B track record, work that earns attention rather than just nodding approval.
Worth knowing: If you’re looking for something conventional, they’re probably not the right fit — and they’d probably tell you that themselves.
Design Bridge & Partners
Enterprise brand strategy and identity for organisations where the stakes are high.
Design Bridge & Partners work at the serious end of B2B — complex organisations, major rebrands, high stakeholder environments. They were behind the transformation of Hermes to Evri, and their B2B credentials span financial services, professional services, and global enterprise. If you need a rebrand that has to land across multiple markets, multiple audiences, and multiple levels of internal sign-off, this is the level of agency built for that.
Best for: Large B2B organisations going through significant transformation — mergers, acquisitions, major repositioning, or rebrands that need to work at global scale.
Strengths: Deep strategic process, enterprise-level experience, strong track record in complex brand architecture.
Worth knowing: Not the right fit for SMEs or focused, single-market rebrands. Their process is built for scale and complexity — if that’s not your situation, you’ll pay for capability you don’t need.
DixonBaxi
Bold, distinctive brand work for ambitious organisations who want to stand out, not fit in.
DixonBaxi have built a reputation for work that genuinely looks different — their rebrands for BT Sport, Haymarket, and Amazon channels are recognisable precisely because they don’t look like everything else in the category. They bring a level of creative ambition that’s rare at their scale, and they back it up with strategic rigour that stops the work being bold for boldness’s sake.
Best for: B2B and media organisations that want a rebrand to signal genuine change — not just a visual tidy-up but a real shift in how they show up in their market.
Strengths: Distinctive creative output, strong motion and digital brand capability, proven track record with complex brand systems.
Worth knowing: They’re selective about the work they take on. If you want safe and incremental, look elsewhere — this isn’t their sweet spot and they know it.
Earnest
Award-winning B2B marketing and branding for brands that want to be anything but forgettable.
Earnest have been making the case since 2009 that B2B doesn’t have to be boring — and their client list backs it up. Samsung, Vodafone, Canon, Mastercard, Google. Over 80 awards. Named agency of the year four times. Their approach blends branding with campaigns, content, and strategy in a way that suits B2B organisations who need more than just an identity overhaul — they need the full commercial picture addressed.
Best for: Mid-to-large B2B organisations who need branding and ongoing marketing to work together, not in isolation.
Strengths: Broad B2B specialism, strong creative and strategic reputation, now part of Transmission giving access to wider global capability.
Worth knowing: They were acquired by Transmission in recent years, which brings scale and resource but also changes the independent agency feel. Minimum project size is reported at around $100k — not a boutique option.
Focus Lab
The go-to B2B brand agency for SaaS and tech companies who take branding seriously.
Focus Lab have built one of the strongest reputations in B2B tech branding over the past fifteen years — clients include Marketo, Braze, Outreach, and Udacity. They’re intentionally small and deeply engaged, which means every client gets senior attention rather than being handed down to a junior team once the pitch is won. They publish their pricing, which is rare and refreshing — early-stage rebrands start around $30k, enterprise projects can reach $350k.
Best for: B2B SaaS and tech companies at any stage — from Series A to pre-IPO — who want a brand that actually reflects the calibre of their product.
Strengths: Deep B2B tech specialism, highly collaborative process, exceptional track record, transparent pricing.
Worth knowing: US-based (Savannah, Georgia) with a global client base — no UK office, so factor in timezone for working sessions. Not the right fit if your rebrand needs to be delivered by someone in the room with you.
Koto
World-class brand and digital work for ambitious companies who want to be genuinely distinctive.
Koto have done brand work for Microsoft Copilot, Amazon, Google Gemini, Tripadvisor, and Uber. They operate across five studios — London, New York, LA, Berlin, Sydney — with a team of over 100. Their work is consistently among the most discussed in the industry, not because it’s flashy, but because it’s sharp, considered, and built to scale across complex brand systems.
Best for: Mid-to-large B2B and tech companies going through significant brand transformation who want work that operates at a genuinely world-class level.
Strengths: Exceptional craft, global capability, strong digital and motion brand systems, proven at serious scale.
Worth knowing: At 100+ people across five offices, Koto are no longer a boutique studio — which is a strength if you need global scale, but worth knowing if you’re looking for an intimate, founder-led relationship.
Landor
The gold standard in global brand transformation — for organisations where the stakes couldn’t be higher.
Founded in 1941, Landor are one of the most recognised brand consultancies in the world. FedEx, Citi, Xbox, Volkswagen, Adidas — the list of brands they’ve shaped reads like a history of modern corporate identity. Part of WPP, with over 1,300 people across offices worldwide, they operate at a scale and with a depth of capability that very few agencies can match. Their work spans brand strategy, naming, identity systems, brand architecture, digital experience, and global rollout.
Best for: Enterprise organisations navigating significant transformation — mergers, acquisitions, international expansion, major repositioning. If your rebrand needs to work across multiple markets, multiple audiences, and multiple years, Landor are built for exactly that.
Strengths: Unmatched global scale, decades of brand transformation expertise, exceptional strategic rigour, full-service capability from consulting through to experience design and sonic branding.
Worth knowing: Their size and enterprise focus can mean longer timelines and higher investment than a boutique agency. Not the right fit if you need something fast, lean, or founder-led. But for complex, high-stakes rebrands where getting it wrong isn’t an option — they’re the benchmark.
Nalla
B2B branding for organisations that want to connect with people, not just tick boxes.
Nalla are a London-based B2B specialist with a clear point of view: B2B brands fail when they forget they’re talking to humans. Their “Business to People” approach puts audience understanding at the centre of every rebrand — which sounds obvious but is surprisingly rare in practice. Founded in 2010, they’ve worked with EY, Informa, Waitrose, and London Tech Week, and have built a reputation for work that’s both strategically grounded and creatively distinctive.
Best for: B2B companies — from scale-ups to large enterprises — who need a brand that genuinely connects with their audience rather than just looking respectable.
Strengths: Strong B2B specialism, audience-first process, proven across professional services, events, and tech sectors, 20+ award wins.
Worth knowing: A tight-knit team of around 12–13, based in Shoreditch. Senior involvement throughout is part of their model — but availability can be limited so worth getting in touch early.
Pentagram
The world’s largest independent design consultancy — and one of the most distinctive creative institutions in branding.
Founded in London in 1972, Pentagram operate on a model that no other agency has replicated: 24 partners, all practicing designers, each owning an equal share and working directly with their clients. There’s no account handler between you and the creative lead — you work with the partner. Clients include Mastercard, Slack, Citibank, and Warner Bros. The work spans identity, strategy, packaging, digital, architecture, and more.
Best for: Organisations where creative ambition, design legacy, and partner-level access matter as much as commercial outcome. Strong for enterprise B2B rebrands where the identity needs to work across complex, multi-format environments.
Strengths: Unmatched creative heritage, genuine partner involvement on every project, extraordinary breadth of capability, global offices across London, New York, Berlin, San Francisco, and Austin.
Worth knowing: The partner model is the differentiator — but it also means your experience depends heavily on which partner leads your project. Do your research on individual partner portfolios before committing. Budget is at the serious end; this is not a first-rebrand agency.
Ragged Edge
Branding for people trying to achieve the improbable.
That’s their line — and their portfolio backs it up. Ragged Edge have rebranded Wise, Marshmallow, Go.Compare, and Papier. They’re one of the most talked-about agencies in the UK for a reason: the work is genuinely distinctive, the thinking is sharp, and they’ve built a culture that attracts exceptional creative talent. Around 58 people, London-based, and deliberately focused on getting better rather than getting bigger.
Best for: Ambitious B2B brands who want a rebrand that signals genuine change — not a visual refresh, but a meaningful shift in how they’re perceived in their market.
Strengths: World-class creative output, strong copywriting and concept-led approach, exceptional track record, 100% score on Glassdoor which says something about the culture producing the work.
Worth knowing: They’re selective. If your brief is conventional or your stakeholder environment is likely to sand down every bold decision, they may not be the right fit — and they’d probably tell you that. Bold work requires a client with the conviction to see it through.
Studio Noel
Strategy-led branding for organisations that want a clear direction, not just a new look.
Studio Noel are a small London-based agency — around six people — founded by Michelle Noel in 2010. What they lack in size they make up for in focus: brand strategy and identity is all they do, and they do it with genuine depth. Clients include the Natural History Museum, Centrepoint, and Imperial College London. They have a particular commitment to brand accessibility — making sure identities work for audiences with disabilities — which is increasingly important and often overlooked.
Best for: SMEs and established organisations wanting a thorough, strategy-first process without the overhead of a larger agency. Good fit for purpose-led B2B brands, professional services, and not-for-profits with genuine brand problems to solve.
Strengths: Senior involvement throughout, strong strategic process, accessibility expertise, relationship-led approach.
Worth knowing: Small team means limited capacity — they can’t run multiple large projects simultaneously. If your timeline is tight, check availability early. Not the right fit for a global enterprise rebrand at scale.
Wolff Olins
Brand transformation at scale — for organisations where change needs to happen at every level.
Wolff Olins have been defining what brand transformation looks like since 1965. Uber, Google, Spotify, GE, McKinsey, the 2012 London Olympics. Part of the Omnicom Group, around 220 people across London, New York, LA, and San Francisco. They’re not just a branding agency — they’re a strategic consultancy that happens to produce exceptional creative work. The Abrdn rebrand (yes, the vowel-less one) was theirs — which tells you something about their willingness to take a genuinely bold position, even when it attracts controversy.
Best for: Large, complex organisations going through fundamental transformation — not just a new identity, but a genuine shift in strategy, culture, and positioning. Financial services, tech, professional services, global enterprise.
Strengths: Strategic depth, global capability, 60 years of brand transformation experience, exceptional creative and consultancy talent.
Worth knowing: At this scale and pedigree, you’re not a small fish — you’re expected to match their ambition. If your organisation isn’t genuinely ready to change, the work won’t land. Budget is enterprise-level. Not the right agency if what you actually need is a focused rebrand delivered by a tight team.
Red flags to watch for when choosing a B2B rebranding agency
Not every red flag is visible at the pitch stage.
Some only show up once you’ve signed. Here are the ones worth watching for.
They show you B2C work and tell you it transfers
It doesn’t.
Not directly.
B2B buying psychology is fundamentally different — longer sales cycles, multiple decision-makers, rational and emotional factors working simultaneously.
An agency that leads with consumer brand work and hand-waves the sector gap is telling you something important about how well they actually understand your audience.
They think B2B means boring
There’s a version of “professional B2B branding” that means sharp suits, slicked-back hair, and overly hearty handshakes.
Safe navy palettes. Stock photography of people in meeting rooms looking purposeful.
It doesn’t have to be like that.
Some of the most effective B2B rebrands we’ve seen — and delivered — work precisely because they’re warm, distinctive, and human.
B2B buyers are still people.
Approachable and authentic isn’t unprofessional. It’s often what wins.
Their pitch deck has your name on the cover and nothing else that’s bespoke
You can spot a generic credentials deck immediately.
Same slides. Same order. Client name swapped out on the front page. No actual thinking about your situation. No ideas. No evidence they spent five minutes with your brief before walking in.
A good agency shows up with a point of view.
Not a polished answer — genuine thinking about your problem. If they can’t do that at pitch stage, they won’t do it once the project starts.
They go quiet the moment you’ve signed
Every agency promises great communication during the sales process.
It costs them nothing to say it.
The test is what happens in week six — when the initial enthusiasm has worn off and the project is in the difficult middle.
Ask specifically: how do you structure communication throughout the project? Who’s my point of contact? What does a typical week look like?
Vague answers to those questions are worth noting.
They want to start creative work before doing the strategic groundwork
A rebrand that starts with moodboards — before anyone has sat in a room with your stakeholders, reviewed your existing brand, or interrogated your positioning — is a rebrand built on guesswork.
The strategic work isn’t the preamble to the real work.
It is the real work.
Agencies that skip it, or treat it as a box-ticking exercise before getting to the “exciting” part, will deliver something that looks good in a presentation and falls apart in the market.
What does a B2B rebrand actually cost — and how long does it take?
These are the two questions every marketing manager wants answered before they’ve even picked up the phone.
So let’s be straight about it.
The cost
Brand strategy and identity only — no website, no full rollout — you’re typically looking at somewhere between £10,000 and £40,000 depending on the agency and the scope.
Add a website into the mix and that range shifts considerably. £30,000 to £100,000+ is realistic for a rebrand that includes a fully rebuilt site. At the enterprise end — global rollout, complex brand architecture, multiple markets — you’re looking at six figures and beyond.
Here’s how the agencies on this list roughly break down:
| Budget range | Agency type | Agencies |
|---|---|---|
| £10,000–£40,000 | Boutique specialist | Canny Creative, Studio Noel, Crush Design |
| £40,000–£100,000 | Mid-size independent | Nalla, Focus Lab, Earnest |
| £100,000–£250,000 | Large independent | Alan.agency, Ragged Edge, DixonBaxi, Koto |
| £250,000+ | Global consultancy | Design Bridge & Partners, Landor, Wolff Olins, Pentagram |
Every agency prices differently — treat these as rough guides, not quotes.
For context: at Canny, our rebrand projects typically sit between £10,000 and £20,000 for brand strategy and identity. Add a website and that moves to £30,000–£50,000. We’re not the cheapest option on this list and we’re not the most expensive. We’re the option that makes sense if you want senior-level thinking without London agency overhead.
The timeline
This is where expectations and reality diverge most often.
Most clients come to us thinking a rebrand takes two to three months.
Sometimes that’s true — for a focused brand identity project with a lean decision-making team and a clear brief.
But for larger organisations? Twelve months is not unusual. Not because the creative work takes that long — but because stakeholder management, internal sign-off, and rollout take as long as they take. You can’t rush a CEO who hasn’t bought in yet.
At Canny, our engagements typically run three to six months when a website is involved. Brand work and rollout alone is usually closer to three. We’ve learned to build stakeholder management into the process from day one — because that’s almost always where the time goes.
A rule of thumb worth keeping: whatever timeline you’re given, add thirty percent. Not because agencies are sandbagging — but because reality has a way of expanding to fill the space available.
How to decide on the best B2B rebranding agency for you
You’ve done the research.
You’ve shortlisted two or three agencies. You’ve asked the hard questions. You’ve seen the work.
And you still can’t separate them.
Here’s my honest advice: go with your gut.
It’s nearly always right.
A rebrand is a six-month relationship minimum. You’ll be in difficult conversations with these people. You’ll be asking them to push back on your CEO. You’ll be relying on them when the stakeholder management gets messy.
The agency you trust instinctively — the one where the chemistry felt right, where they said something that made you think “yes, exactly that” — is usually the right answer.
Trust that feeling.
Thinking about working with Canny?
The first step is a Discovery Call.
No pitch. No deck. No hard sell.
Just an honest conversation about your brand, the challenges you’re facing, and the goals you’re hoping to achieve. We’ll tell you if we think we’re the right fit — and if we’re not, we’ll tell you that too.
