Member News

October 03, 2026

RENO, Nev.— Noble Studios has repositioned itself as a Business to People Marketing Agency.

Most marketing agencies still sort themselves by who their clients sell to. A B2B shop markets to buyers, a B2C shop markets to consumers, and the split shapes everything from how agencies pitch new business to how award categories get judged. Noble argues that both labels describe a role without saying anything about the person behind it.

“B2B and B2C describe what somebody is to you, a business or a consumer, a segment on a slide,” said B.C. LeDoux, Noble’s chief creative officer and managing partner, who led the repositioning. “There’s an actual person on the other end who has a job and a family and about four seconds of patience for whatever we made.”

“We don’t target professionals or travelers or consumers. We reach people,” LeDoux said. The shift comes during an inflection point in the industry and as client expectations change. Jarrod Lopiccolo, Noble’s CEO and co-founder, said it started with what clients were asking for. “Clients stopped asking us to execute a brief. They started asking us to help them figure out what’s next. That’s the job now, and it’s why the future of marketing has to be built on meaningful connections.”

The positioning doesn’t change how Noble works with clients, LeDoux said. Most agencies call people personas. Noble calls them people. Most agencies say user experience, or UX. Noble has called it human experience, or HX, for years. Noble already builds strategies with empathy maps that highlight emotional needs and behavior at different life moments. “This wasn’t new thinking for us,” he said. “We are just labeling the way we already approached things.”

As a Business to People Marketing Agency, Noble relies on brand and performance marketing to create better practices: the iterative work of blending humanity, technology, creativity and data to create meaningful connections.

“It’s about the balance of brand and performance that helps us move people and the needle all at once,” he said. “People react to emotional brand messaging, but I’ve never met a marketer who didn’t want that to lead to results.”

Noble carried its vision into a new visual identity as well. Instead of a single slick logo designed by one keen-eyed designer, Noble’s new mark is made of more than 70 handwritten versions of the company name, one from each person on the team, all of them used. A new handwritten “Noble” gets added to the collection each time someone joins.LeDoux calls the approach “of the people, by the people.”

“Somewhere, Paul Rand and other amazing designers are eye-rolling us in their graves, because we broke so many rules about what a logo is supposed to be, on purpose. This wasn’t the safe way to go. It’s bold. It’s imperfect. It’s totally us.”

About Noble Studios

Noble is an award-winning Business to People Marketing Agency known for Brand and Performance Marketing, with offices in Reno, Las Vegas and Bristol, UK. Since 2003, the agency has been obsessed with Better Practices, blending humanity, technology, creativity and data to reach people rather than segments. We work with global clients like Travel Nevada, Tahiti Tourisme, Autodesk and Adobe across brand strategy, web design and development, SEO, GEO and AEO, paid media and creative campaigns. Noble has also been recognized by Fast Company’s Best Workplaces for Innovators, Ad Age’s Best Places to Work and Inc. Magazine’s Best in Business.