Branding

Designing for Industry: Insights from Our Graphic Design Team

Author - Immy Williamson
20.10.2025

In the world of manufacturing and industrial marketing, design often must do more than just look good – it needs to communicate complex ideas with clarity and impact. That’s where our Graphic Design team come in. With a deep understanding of how to balance creativity with technical precision, the team help transform complex processes, products, and data into visuals that not only capture attention but also drive business growth.

We sat down with Senior Art Director, Alex Allen, and Senior Designer, Josh Parker, to talk about the unique challenges of designing for industrial sectors, the trends shaping B2B marketing today, and the power of great design in helping manufacturers stand out.

Bridging Creativity and Industry

How do you approach design when working with clients in the manufacturing and industrial sectors, where technical accuracy is just as important as creativity?

Alex: It’s essential that there is continual dialogue between the designer/agency and the client throughout the design process to ensure work is always technically accurate. This helps avoid costly amends and helps develop a collaborative working process.

Josh: Having a full understanding of the clients’ process and intricacies really helps creative ideas move forward. Knowing the minutia of a company’s inner workings means you can really call out what makes their product, service or process special.

Case Study: Bucher Emhart Glass

In a design campaign for Bucher Emhart Glass, we looked at the company’s insightful use of data collection to inform its End-to-End strategy within automation of the glass industry. We were inspired by Emhart’s hot-end forming and cold-end inspection machinery, and how these machines essentially spoke to each other during the processes.

The campaign delivered a technical message to the appropriate audience that represented communication from machines and the company; using binary code, phrases and symbols that flowed through coloured glass bottles symbolising the important “conversations” between hot- /cold-end inspection machinery and those analysing the data collected.

Visit Bucher Emhart Glass’s Website

Design that Drives Growth

In your view, what role does strong design play in helping B2B companies stand out in competitive, often complex markets?

Alex: Now, more than ever, strong design has a key role to play in business. With the arrival of AI and automated design processes, effective design can be a key differentiator in crowded markets.

Josh: Strong design creates authority. In such a shareable, digital age people’s attention needs to be easily grabbed by reputable, professional branding and design. Websites need to be slick, engaging and professional as that’s what the market is getting more accustomed to.

Case Study: Rankin

Transport yourself back to 2020, within the midst of a global pandemic we had a job to do. The hospitality sector suddenly had a monumental challenge and British drinks producers were faced with excess stock to sell with limited purchasing channels. This is where Jim Rankin asked Armstrong B2B to design a creative social project, encouraging as many British and Irish businesses as possible with a campaign that celebrated the benefits of buying local and direct.

The successful #RaiseAGlass campaign permeated social media platforms, and our bold and colourful designs dominated screens. This demonstrated an awareness of a market that was struggling and in need of help. In addition, it showed our aptitude for delivering assets that stand-out in a competitive space.

Visit Rankin’s Website

Trends and Challenges

What design trends are you seeing in the B2B and industrial space right now?

Josh: B2B industries are realising the power of creativity and the impact it can have on campaigns, messaging and growth. Big trends happening right now are clean, minimal layouts, with great use of typographic design. Modular, grid-based systems also show strength and organisation within a business.

Case Study: Westley Group

We were part of a large rebrand project for Westley Group, where the design had to demonstrate the group as a collective force rather than individual organisations. The successful campaign included new logos and new websites for both the group and the individual companies within Westley – with branded templates and guidelines executed by our experienced design team the whole development of the brand saw great results.

Visit Westley Group’s Website

Advice for Manufacturers

For manufacturing companies that haven’t invested in design before, what’s the one piece of advice you’d give them to get started? 

Alex: Enlist the services of a successful, knowledgeable design and marketing agency with a proven track record and a commitment to your brand goals and values.