This new branding agency is giving overlooked B2B industries—from logistics to manufacturing—the creativity and craft they deserve. Founder Tash Peskin explains why the world’s “dullest” sectors are actually the most exciting branding challenges.
For most creative agencies, the dream clients are the ones with instant cultural clout, but what about the businesses that keep the world running in the background? The ones moving goods, building infrastructure, and supplying essential materials?
These industries are rarely seen as fertile ground for branding creativity. That’s exactly why Boring, a newly launched branding agency, exists.
Founded by Tash Peskin, Boring is turning its attention to industries often dismissed as dry, technical, or unglamorous, like logistics, manufacturing, haulage, and bulk material handling. Yet Peskin sees these industries as anything but boring when it comes to the creative challenge.
“The more I worked with these businesses, the more fascinating I found them,” Peskin explains. “These are the industries that keep the world turning, yet they’re so often overlooked when it comes to branding, and there’s a huge opportunity to tell their stories in a way that’s compelling, confident, and creatively ambitious.”
The problem, Peskin noticed, was how they were presenting themselves. “A lot of B2B companies default to copying competitors,” she says. “It leads to what I call ‘collective differentiation’, where everyone is trying to be different but ends up looking exactly the same. I want to help these brands stand out for the right reasons.”
From Soho House to supply chains
Boring is a natural evolution of Peskin’s career, but it is a surprising one on paper. Having previously worked in marketing at Soho House and co-founded the agency Umbrella, Peskin was immersed in high-end hospitality, fashion, and luxury brands.
She says: “Selling a pair of trainers or a Soho House membership is easy because these are brands people aspire to be associated with.
“But when I started freelancing for agencies and working with clients in heavy infrastructure and manufacturing, I realised these businesses had incredible stories to tell—ones that had never been told properly.”
Boring’s name is deliberately provocative. It acts as a filter, ensuring they work with businesses that recognise they need to shake up their approach. “It’s not about insulting our clients,” Peskin says. “It’s about acknowledging that their industries have been branded in a dull way for decades—and showing them that it doesn’t have to be that way.”
The challenge of selling branding to B2B CEOs
Convincing a B2B company that branding matters can be an uphill battle. Many CEOs and investors in these industries see branding as a ‘nice-to-have’ rather than a strategic necessity.
Peskin describes their biggest challenge as helping B2B CMOs sell the value of branding internally.
“We run stakeholder alignment workshops to demonstrate how strong branding can reduce acquisition costs, improve marketing efficiency, and ultimately increase revenue,” they explain.
A major misconception in B2B is that decision-makers are purely rational. Peskin disagrees. “Even the most technical B2B purchase is driven by human emotion, and if you’re a procurement manager choosing between two suppliers, you’ll go with the one that feels more credible, trustworthy, and aligned with your values—even if you don’t consciously realise it,” she says. “That’s the power of branding.”
The first big client
For a new agency, launching with the right client is crucial. Boring’s first major project is with NTT Data, a global tech company with roots in Japan and one of the world’s largest technology firms.
Peskin can’t share too many details, but the project involves helping NTT Data communicate its creativity internally. “They tick all the boxes of what people consider a ‘boring’ brand,” Peskin says, “but they’re actually doing groundbreaking work.
“The challenge is making sure their brand reflects that.”
Attracting creative talent to ‘unsexy’ brands
While some creatives might wince at the thought of working on an electromechanical engineering rebrand, Peskin has had no trouble convincing top talent to come on board.
“I haven’t had a single problem getting designers excited about these industries,” she reveals. “In fact, many see it as a bigger creative challenge than working on yet another trendy consumer brand.”
The opportunity lies in applying high levels of craft to industries that have rarely seen it. “A lot of these companies take incredible care in manufacturing their products, but they present them with awful photography and uninspired design,” Peskin explains. “If you care about how you make something, you should care about how you present it.”
Boring’s model is flexible and freelance-driven, bringing in the right talent for each project. “I believe in building the perfect team for every brief,” Peskin says. “That’s the beauty of working with a network of freelancers—you’re not locked into a static team, and you can bring in exactly the expertise a project needs.”
The bigger mission
Beyond building Boring into a successful agency, Peskin has bigger ambitions: she wants to change how branding is perceived in B2B industries.
She says: “I want to stop branding from being seen as this overly intellectual, esoteric thing because it’s not rocket science.
“It’s about helping businesses communicate who they are in a way that’s clear, confident, and engaging.”
Peskin also wants to encourage the industry to be more open-minded. “Creative media often overlooks B2B branding because it’s not seen as ‘cool’ enough,” she says. But the most interesting creative challenges often exist in the places no one’s paying attention to.”
What’s next for Boring?
With NTT Data as an early success, Peskin’s goal for the first year is to land one or two more major clients of a similar scale. “If we can do that, we’ll have proven there’s a real appetite for what we’re doing,” she adds.
As for the dream clients? “Big, roaring machines,” Peskin laughs. “Heavy infrastructure, dirty industries, the kind of businesses no one else wants to touch. I literally have a folder on my phone full of bad logos on the backs of trucks – that’s the stuff I want to fix.”
Global expansion is also on the horizon, as many of Boring’s target clients already operate globally. According to Peskin, the challenge will be building brands that feel locally nuanced but globally consistent.
If there’s one thing she wants to change about branding, it’s the way the industry takes itself so seriously.
“We’re not performing neurosurgery,” she says. “Branding should be exciting and inspiring for the people involved, not just a deck full of frameworks and dense copy.”
For an agency called Boring, one thing is certain: their approach is anything but.
