Xinhong Yeh︱Creative Director
Most people talk about design in terms of beauty or creativity. But in Asia’s industrial world, its real value often happens off the spec sheet. CoFound was invited by Asia Design Prize to share our view on how B2B brands in Asia can use design not just to look better—but to think sharper and compete smarter.
One of the most common questions we hear from B2B clients is: “We’re in industrial or technical fields—do we really need branding?”
Many of these companies have impressive product and engineering capabilities but lack a clear brand strategy and visual system. This often leads to fragmented communication and missed opportunities to convey their true value, which can limit growth. When working with such clients, we begin not with aesthetics, but with a deep understanding of their business model, technical expertise, and market goals. To us, branding for B2B is not just about how a company looks externally—it’s about aligning internal logic and building a foundation of trust.
Take our work with ULTITEC, a protective clothing brand. We developed the core message “Act without Fear” based on the product’s functional strengths and industry role, positioning the garment as a kind of modern-day armor. Through design, we translated abstract value—safety and reliability—into a visual and emotional narrative that resonates with its users.
B2B value often lies beneath the surface—in technical strength and long-term relationships, not necessarily in flashy product features. Communicating that value requires more than visual design; it demands strategic translation and integration from multiple perspectives.
In these cases, our role goes far beyond that of a designer. We act as translators between engineering and marketing, as well as integrators across departments. We help technical teams articulate their innovations in ways the market can grasp, while also building cohesive visual systems and messaging frameworks that ensure consistency both internally and externally.
This work isn’t about extending visual style—it’s about answering a fundamental question: How do we ensure the brand is seen, understood, and chosen? Through close collaboration with R&D and management teams, we distill technical advantages into market-relevant narratives. Effective branding doesn’t rely on short-term impact. It builds recognition and trust over time—at every touchpoint—ultimately becoming a long-term asset for the business.
B2B has long been seen as a rational, numbers-driven space, where brands compete on specs, performance, and systems. But business relationships also rely on trust and shared values—and increasingly, emotional connection and sustainability are becoming essential parts of the brand conversation.
Whether it’s shaping first impressions with clients or reinforcing internal culture, a brand must be felt, not just presented. Through tone, visuals, color, and rhythm, we help clients convey a sense of warmth, professionalism, and purpose.
We believe B2B branding shouldn’t shy away from emotion—it should build human connection on top of a rational framework. Consider our work with PRORIL, a brand focused on submersible pump technology and applications. With decades of investment in teamwork and collaborative culture, the company’s internal DNA naturally led to the brand message “Better Together.” Our role was to translate this foundation into a brand expression people can see and feel—through messaging, imagery, tone, and visual rhythm—resulting in a brand identity that reflects both emotional depth and long-term vision.
Building a brand isn’t a one-off project—it’s a long-term process of alignment, integration, and shared insight. Design isn’t just about what’s visible; it’s about developing organizational capabilities. Our role is to guide companies from discovering who they are, to articulating their message, to embedding that identity throughout the organization—so that brand becomes a tool for both external communication and internal cohesion.
We believe the value of design lies in supporting a company’s long-term goals. We don’t chase short-term visual trends. Instead, we focus on clear logic, grounded strategy, and pragmatic creativity. That work requires patience, trust, and a deep understanding of the industry context—and it’s exactly why we remain committed to helping B2B brands build from the inside out.
