Croner B2B Adverts

This project was a suite of B2B press adverts for Croner, created to inject personality, humour and visual impact into a category that is traditionally seen as dry, complex and easy to overlook.

The challenge was to communicate Croner’s expertise in workplace compliance—covering areas such as HR, employment law and health & safety—without resorting to dense jargon or fear-based messaging. Instead, the work set out to stop the reader first, then make the proposition feel accessible, human and genuinely helpful.

Using bold visual ideas and playful, insight-driven headlines, the adverts reframed compliance as something businesses could feel confident about rather than intimidated by. The tone deliberately cut against category norms, demonstrating that B2B advertising doesn’t have to be conservative or dull to be credible.

Each execution balanced creativity with clarity, ensuring that Croner’s authority and practical value were always front and centre, while still delivering standout, memorable press work that felt fresh within the sector.

I was responsible for all copywriting, concept development and art direction, shaping a campaign that positioned Croner as both an expert partner and a brand unafraid to think differently in the B2B space.