Marking 25 years in the industry, HB (formerly Hamilton-Brown) used this milestone to pause, reassess direction and define a clearer vision for growth.

To bring that vision to life, the brand needed to evolve. After a deep discovery and brand strategy programme, we began to understand and define what makes us, us.

With client relationships lasting more than a decade, we recognised that our value lies not only in our creativity but also in the way we partner with clients to drive long-term brand activation and growth.

Insight derived from client realities

Our discovery phase incorporated client interviews to gauge external perceptions, internal workshops to uncover our strengths, and competitor research to understand our position and distinct value.

We learned that while our ambition and capabilities exceed what many clients currently see, our real strength lies in pairing upfront strategic creativity with a commitment to long-term brand growth. Our long-term partnerships give us a rare inside perspective on our clients’ businesses, which fuels our fresh-thinking approach to brand guardianship. Fewer rules, more strategic creativity that delivers high-impact, coherent brand activation, everywhere our clients need it to be. Impact. Everywhere. Always.

At a time when B2B brands increasingly struggle to show up memorably across every touchpoint. This matters.

Punch Above  –  A driving Idea that links internal ambition to client outcomes

Our brand platform, proposition and core idea, were built on a foundational belief:
“We believe more memorable brand experiences create more value for business”.

From these strategic foundations, we developed our organising idea: Punch Above. A powerful idea that drives us – and our clients – to challenge conventions. To approach every task, whether that is creative, strategic or interpersonal, with ambition and energy. It’s a mindset that empowers and pushes us to create work that is impossible to ignore. Creatively, it meant we had to redefine what a creative agency brand could be.

Impact, everywhere, always.

In a category dominated by neutral palettes and minimalism, we saw an opportunity. If every touchpoint is a chance to be remembered, HB’s new proposition demanded a brand that makes an impact. Guided by Punch Above, we went bold:

– Dropped the formality of ‘Hamilton-Brown’ for the sharper, more confident HB

– Introduced a vivid colour universe; enter Atomic Green and Electric Flamingo

– Built a witty, energetic, illustrative world

– Showcased real people and culture through authentic photography

– Used typography as voice, not decoration

– Created a digital experience shaped by motion, story and intent

– Developed a clear, direct, jargon-free tone of voice

The result: a brand that looks, sounds and behaves like the fearless HB we set out to become.

Becoming Unignorable – the brand impact to date

Six months in, the rebrand is already creating momentum. Candidate applications have increased in quantity and quality, with industry creatives drawn to a brand that reflects the ambition inside the studio.

Internally, the new mission has strengthened pride and energy, helping HB earn Best Place to Work 2025 in the Marketing & Advertising category.

Externally, MI reports show a clear shift: more strategic briefs, multi-channel experience projects, and brand transformations that position HB as a creative partner for complex challenges.

Our value proposition, ‘Impact, Everywhere, Always’, is landing.
And our clients are seeing the results.