Every March, the world celebrates B Corp Month - a time to pause, reflect, and recognise businesses that are using their work as a force for good. It’s a month to celebrate the journey of those who are actively choosing to be better.
For us at GEL Studios, becoming a B Corp in March 2023 wasn’t about chasing recognition or ticking a box. It was about something deeper: it was about validating the culture we’d spent nearly a decade building - one that centres on our people, community, and environmental responsibility.
Achieving B Corp certification was not a change - it was a reflection of who we’ve always been and the direction we’re committed to taking. In this blog post, I’ll share our journey to B Corp, what the certification means for us now, and offer advice to other creative agencies considering this milestone.
Our journey to B Corp.
Becoming a B Corp is not a quick fix or an easy shortcut. It’s a rigorous, thorough process that challenges businesses to show their commitment to purpose, people, and the planet. For us, it all began with one simple but profound question: Do we want to do this?
The answer was an emphatic yes, not because we were chasing accolades, but because we wanted to align our values and practices with a global framework that could guide us as we grew. Below is a breakdown of the journey I took to become B Corp - filled with insights I hope will help if you choose to embark on this path:
Step 1: The B Impact Assessment.
I started with the B Impact Assessment, a free tool that evaluates how well a company meets B Corp’s rigorous standards. While some may rush through it in a few hours, I decided to dedicate about a month to dig deep - ensuring our policies, processes, and documentation were solid.
I set our sights on achieving at least 100 points (the pass threshold is 80), to leave room for feedback and refinement during the review process. It wasn’t just about passing; it was about making sure we were truly ready.
Step 2: The waiting game.
After submitting our assessment, the waiting began. I waited three months for a response, and then the review process stretched over nine months, with back-and-forth feedback. The reality was sobering: well-organised documentation is everything.
To streamline the process, we turned to BookStack, a tool that helped us centralise our policies and operations. This experience taught us a valuable lesson - being proactive about documentation is key to avoiding the “it’s all in my head” mindset that can hold a company back.
Step 3: Changing our legal framework.
One of the most significant, but often overlooked, steps was changing our Articles of Incorporation. In traditional legal frameworks, the priority is often shareholder profits. But to become a B Corp, I had to amend our legal structure to reflect our broader responsibilities toward society and the environment.
This step required legal consultations, filings with Companies House, and a commitment to doing right by more than just our bottom line.
Step 4: Final approval and public score.
Once everything was assessed and validated, I received our official certification, along with our public B Corp score (92.8).
Transparency became an essential part of our commitment to accountability.
The score is available for all to see - whether it’s customers, partners, or employees - ensuring that we’re constantly held accountable.
My key takeaways.
This process wasn’t always easy, but it has been incredibly rewarding.
Here are some key lessons from my experience that I hope will help others on this path:
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Take your time with the Impact Assessment – It’s not just about scoring enough points to pass; it’s about identifying areas for meaningful improvement that will create a lasting impact.
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Be ready for a lengthy review process – The B Corp review process is slow and thorough. Be patient and expect to invest time and effort.
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Organise your documentation early – Tools like BookStack can help you centralise and streamline your policies and compliance materials.
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Understand the legal commitment – Changing your company’s legal structure is a major step. It’s not just about the certification - it’s about solidifying your long-term responsibility to society and the environment.
What does B Corp mean to us now?
Two years later, our B Corp certification is still a conversation starter, but it no longer defines us. Initially, we sought it for validation - an external framework to affirm the values we had already built. But as our business has evolved, we’ve realised something important: while the B Corp logo is a powerful symbol, our true identity is shaped by the excellent work we do, the way we operate, and the positive change we bring to our communities.
My advice? Approach with intention.
The B Corp journey may not be easy, but it’s undeniably rewarding. It’s an opportunity to build a business rooted in authenticity, purpose, and lasting change. If you’re genuinely committed to creating a positive impact, B Corp certification can offer structure and validation to your efforts. But remember: it’s not a shortcut. Approach it with intention, a willingness to evolve, and a passion for making a difference that matters.
In the end, the true measure of success is the impact you create, not the logo on your website.
