Business to Business Marketing (B2B), Branding & Identity Design, Brand Story, Persona development, Digital Design, Webdesign, UX/UI Design


Addressfinder is a SaaS provider with a large client-base across New Zealand and Australia. They wanted to grow into the North American and European markets so they asked Wonderlab to redesign their brand to fulfil the needs of a demanding market. With an understanding that B2B marketing and branding has different communication requirements, Wonderlab worked from the ground up. Utilising a series of in person and online workshops they created a comprehensive brand story, developed audience personas and translated it all into a visual expression for a completely new brand. The result was a credible and flexible B2B brand with a kiwi sensibility that was also apt for an international market.

The objectives

Give personality to a brand that is marketing B2B within Pacific, American and European markets.

The goal

Addressfinder is a B2B SaaS product with a solid customer base in the Pacific, ready to reach the North American and European markets. Create a brand that can play with the big guns. And still has personality to boot.

The process

Bringing out the personality of Addressfinder was an intricate process of workshops, asking those specific questions and being able to translate them not only into a contemporary brand, but also give it a personality that resonates widely.

The deliverables

It’s the Wild, Wild, Web out there. You need a trusted companion. And that is exactly what Addressfinder stands for – your wingmate getting you from A to B securely, reliably, safely, every time. Any time. The brand has been rolled out to all aspects of the online presence.


Addressfinder – Simply effective. Easy. Premium tech delivered through a people-first partner.

The Wonderlab Long Read on B2B marketing and brand design

Best practice strategies when designing brands for the B2B market

Designing a brand for the business-to-business (B2B) market requires a unique approach compared to consumer-oriented branding. While there are similarities between the two, it’s crucial to recognize the distinctions and employ specific best practices to create a successful B2B brand.

Understanding Your Audience
One of the primary differentiators between B2B and consumer brands is the audience’s decision-making process. Consumer brands rely on emotional connections, aligning with lifestyle choices and aspirations. In contrast, B2B brands hinge on trust, expertise, and reliability. Consequently, crafting a B2B brand demands the clear articulation of these qualities.

Moreover, it’s imperative to adopt a holistic perspective of the customer journey when designing a B2B brand. Beyond visually appealing logos and websites, a strategic approach is essential. Start by thoroughly documenting your audience’s needs, desires, and behaviors. This involves identifying key value points that influence customer behavior within your specific market, developing audience personas based on this research, and ensuring your design aligns consistently with this data.

Establishing a Strong Value Proposition
In the B2B landscape, establishing a robust value proposition from the outset is paramount. Ensure that your product or service offers a distinct advantage over competitors. Position your brand as an industry expert by providing valuable content and information resources. Building trust through expertise is vital in B2B relationships.

Crafting a Cohesive Visual Identity
A strong visual identity is another critical aspect of B2B brand design. This identity should align seamlessly with your brand’s values and messaging. Opt for professional yet modern color palettes and fonts. Design logos that are simple, memorable, and prominently displayed. Consistency is key across all platforms and touchpoints to maintain brand recognition and foster loyalty.

Internal Communication Alignment
Effective B2B brand design extends beyond external communication. Ensure that your organization’s values, mission, and culture are reflected in internal communications. This may involve using similar imagery for internal and external events or developing guidelines that align with the company’s objectives and ethos.

Prioritize Relationship Building
In the world of B2B, relationships are at the core of success. Recognize that cultivating trust and credibility takes time. Adopt a personalized approach that caters to each customer’s unique needs and objectives. By doing so, your brand will continue to build strong, enduring relationships within the B2B landscape.

In conclusion, designing a B2B brand requires a strategic and nuanced approach. By adhering to these best practices, you can ensure that your brand not only stands out but also thrives in the competitive B2B market. Prioritize understanding your target audience, crafting a compelling value proposition, and creating a cohesive visual identity, all while maintaining a focus on building trust and credibility through personalized interactions.