Sunup

Get a free brand audit by our team of experts: https://buff.ly/3EWSva9

Is it time to rebrand — or just refresh? Here's how to evaluate what your brand really needs.

Millennials and Gen Z now dominate B2B decision-making roles, bringing their consumer tech expectations straight into workplace purchasing. These buyers don't separate their B2C and B2B experiences; they demand the same quality across both: intuitive digital journeys, compelling social content and messaging that recognizes them as people, not just professionals. In other words, the line between consumer and business marketing has officially blurred.

When your team's impact is unique, its identity can be too. Part of a leading biotech firm, Market Access came to us in need of a distinct divisional sub-brand — one that would: ? Rally team members around a shared mission. ? Strengthen recruitment efforts. ? Maintain connection to the parent company. ???? Drawing inspiration from the firm's focus on organ therapies, we designed a custom "hypertension gradient" as a brand device, crafted a new logo, built out a full visual system and developed new messaging that speaks to the heart of Market Access' important work: opening pathways to life-saving care. Read the full case study: https://lnkd.in/eqbvgGzm

Want a free audit of your brand, relative to your competitors? Reach out to our team of experts for a fresh, outside perspective on positioning, messaging, visual identity and more. No pitch. No fees. No strings attached. (Yes, really.)

?? The effect of AI "positioning" on branding: In January 2019, there were about 60,000 .ai domain names. As of January 2025, registered .ai domains have increased to more than 600,000. With the surge of AI signaling in the market, it's important to ask yourself the following questions: 1?? Does the .ai extension authentically reflect your brand's core value proposition? 2?? Will it still make sense for your brand in five years when AI is as ubiquitous as having a website? 3?? Is artificial intelligence truly what differentiates your brand in the market?

How did a fintech app raise $3.7M just two months after rebranding? See how we helped Tandem evolve from an expense-splitting tool to a complete financial platform for modern couples.

Every brand needs clear, consistent messaging. Here's a framework we use to help our clients pave the way, from positioning to proof points.

In the rush to signal AI innovation, are B2B tech companies sacrificing long-term brand value for short-term trend-chasing?

Brand guidelines should be practical tools, not complex documents that just sit in a folder somewhere. Here's how to cover the essential elements — from verbal standards to visual rules — that your team will easily understand and actually use.