In the structured realm of B2B marketing, creativity can sometimes feel like a luxury — a "nice-to-have" rather than a strategic necessity. But as BlueOcean's own John Hayler demonstrates, creativity isn’t just a design tool; it’s a vital force that connects brands to their audiences in meaningful ways.

John Hayler is a Creative Designer here at BlueOcean. He shares a bit about his journey, where he gets inspiration, and where creativity fits alongside AI. 

Listen to the full episode here.

 

 

Punk Rock Origins – Pop Culture in Design Work 

John’s design journey didn’t start in a design firm. It began on the stages of the UK’s punk rock scene. Touring across Europe and creating posters for gigs, John fell in love with the DIY spirit of punk design — a spirit that emphasised bold statements, simple yet striking visuals, and the power of belonging. 

“I loved the collage feel of those posters and how they captured the energy of the bands and the crowd,” John shared on the We Do B2B podcast. “That feeling of connection really stuck with me.” 

 

Connection at the Core of B2B Creativity

While punk rock and corporate branding might seem worlds apart, they share a crucial thread: the need to forge genuine connections. For B2B brands, this connection often begins visually — through the choice of colours, typography, and design elements that resonate with their audience. 

“Even in a corporate setting, design can’t afford to be boring,” John explains. “Brands must leverage elements of pop culture, trends, and timeless design principles to stay relevant and create a sense of identity that buyers feel drawn to.” 

He points to the enduring influence of pop culture, like the retro resurgence inspired by Stranger Things, and timeless designs like Helvetica in the Alien franchise. “You have to balance trends with longevity, creating something that feels fresh today but remains relevant tomorrow.”

 

Practical Creativity in B2B Branding

John's approach to design is with people at the heart. 

• Collaborate for Clarity: Whether he's designing a capability document, a logo, or an entire brand identity, John emphasises the importance of clear communication with clients. “A job well started is a job half finished,” he says, quoting a favourite mantra. 
• Ask the right questions: “What are your brand’s goals? Where do you want to be in five years? What emotions do you want your audience to feel?” These questions are John’s foundation for creating purposeful designs in creative. 
• Borrow From Everywhere: From the bold colors of children’s cartoons to the semiotics of iconic brands, John demonstrates how inspiration can come from anywhere — if you’re looking. 

Why Creativity Matters More Than Ever

In an age of Canva templates and AI-generated visuals, the democratisation of design tools is both an opportunity and a challenge for B2B marketers. 

“Tools like Canva and AI are fantastic for collaboration and efficiency,” John acknowledges. “But what really counts is what’s up here,” he says, pointing to his head. “It’s your unique perspective and creativity that set your work apart.” 

For B2B brands, the takeaway is clear: Invest in creativity, not just as a tool but as a strategy. Because in a sea of sameness, it’s the brands that dare to push boundaries, embrace culture, and tell stories with purpose that will thrive. 

Bring a Punk Spirit to Your B2B Strategy

At BlueOcean, we understand that creativity isn’t about flashy designs or following every trend. It’s about using design as a tool to build trust, communicate value, and create a sense of connection that keeps your business top of mind.  

If you’re ready to inject a bit of punk spirit into your B2B brand, let’s talk. BlueOcean supports creativity with branding,  design, and sales support materials  — so you can stand out where it matters most. Contact us today.