Strategic Brand Partnerships: Key Findings
- 81% of consumers say trust drives purchases, so engaged leadership sets the stage for stronger, lasting partnerships.
- Brands that aim high and take bold risks see bigger growth, showing how courage fuels creative impact.
- When brand guides decisions across design and experience, it creates clarity, consistency, and stronger connections.
As brands face increasing complexity across digital platforms, leadership teams are putting more focus on trust, clarity, and strategic alignment.
In fact, 81% of consumers say trust plays a key role in whether they choose a brand, according to the Customer Data Platform Institute.
For organizations picking creative and strategic partners, this makes the stakes higher than ever.
Today, alignment is about leadership commitment, bold ambition, and a shared belief in brand as a driver of long-term value.
For global brand consultancy Lippincott, these determine not only who they work with, but how transformative the partnership can be.
In this interview with DesignRush, Michael Guerin, senior partner of design at Lippincott, explains how those signals show up early and why they matter.
Who Is Michael Guerin?
Michael Guerin is a Senior Partner of Design at Lippincott, where he helps brands transform across industries, from financial services and healthcare to consumer goods, aviation, and retail. His work has been recognized by AIGA, Behance, Print Magazine, and other leading design publications.
1. Start With Leadership Commitment
The earliest indicator of a successful partnership is leadership engagement.
Lippincott’s work often involves complex organizational change, requiring collaboration far beyond the marketing department.
“First and foremost, we look for a genuine commitment from leadership,” Guerin says.
“Our work is deeply collaborative, often involving close partnership with the C-suite, both within and beyond marketing, to tackle their organization’s most complex challenges.”
When leadership is fully engaged, it signals that the brand is valued as a true strategic asset.
This level of commitment sets the stage for better alignment, quicker decisions, and outcomes that really make a difference.
2. Look for Ambition to Drive Real Change
Beyond leadership presence, Lippincott looks for clients with conviction: brands that are ready to evolve, not simply optimize.
“Equally important is a client’s passion and conviction to drive meaningful change, and the scale of their ambition,” Guerin says.
Change is central to Lippincott’s approach, and the firm thrives when clients are willing to challenge conventions and push beyond incremental improvements.
“We thrive when working with clients who are eager to push boundaries and get big and bold ideas out in the world.”
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Brands that approach transformation cautiously or defensively often limit the impact of the work. Those that embrace ambition unlock new relevance, clarity, and growth.
3. Treat Brand as a Strategic Asset
The most successful partners get that a brand influences perception, company culture, and long-term direction.
“These clients understand that brand is more than a logo or a tagline; it’s a strategic asset that can shape their future,” Guerin says.
With this mindset, teams collaborate more closely, letting brand strategy shape decisions across design, communications, and digital experiences.
It also creates alignment across teams, ensuring that brand systems aren’t diluted as they scale.
4. Rethinking Identity, Interface, and Accessibility in Real Time
This integrated approach was key to Lippincott’s work with PBS, where brand identity, digital design, and accessibility had to come together smoothly.
With younger audiences now getting most of their content on mobile and social platforms, traditional touchpoints are more fragmented than ever, making it harder to capture attention.
“This shift has fragmented the traditional consumer touchpoints, making it essential for brands to meet audiences wherever they are, seamlessly and consistently,” Guerin explains.
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Lippincott refined PBS’s legacy, amplifying its heritage while adapting it for modern, digital-first experiences.
“While the previous identity had incredibly strong equity with audiences, refinements would amplify its existing heritage and connect with viewers of all generations,” Guerin adds.
The updated system introduced a more vibrant blue, a softened and more engaging logo, and PBS Sans: a proprietary typeface designed for clarity and legibility across platforms.
Accessibility guided every decision, ensuring PBS’s storytelling could reach the broadest possible audience while reinforcing trust and dependability.
5. How Tech Brands Are Reclaiming Dimension and Personality
Across the tech sector, Lippincott is seeing a noticeable shift in how brands express ambition and personality.
After years of flat, minimalistic design, digital experiences are becoming more dimensional and responsive.
“After years of ‘blandifying,’ the pendulum is swinging back toward digital experiences being more reflective of the physical world,” Guerin says.
He points to Apple’s Liquid Glass as an example of how brands are using depth and movement to create richer, more adaptive environments.
“This evolution isn’t just about trending aesthetics; it’s about leveraging advanced technology to create digital environments that respond and adapt dynamically to our movements, inputs, and even our locations,” Guerin adds.
Motion, sound, and interactivity are becoming foundational brand elements that create distinction and emotional resonance.
6. What New Creative Leadership Signals About the Future
Samsung’s appointment of Mauro Porcini as Chief Creative Officer reflects how seriously leading organizations now treat design.
“This move clearly underscores how design has become integral to the company’s overall strategy, not just a specialized function tucked away in isolated teams,” Guerin says.
Elevating creative leadership to the C-suite signals that design informs decision-making across the entire business.
This is especially important as AI tools increasingly interpret, judge, and amplify brand signals.
Simplifying Without Losing Distinctiveness
As brands head toward 2026, simplification remains a dominant trend, but clarity requires more than stripping things back.
“Simplicity should never be mistaken for clarity,” Guerin says.
The brands that succeed will be those anchored in a clear, compelling idea, one brought to life with authenticity and creative distinction.
“This balance between clarity, creativity, and connection is what allows brands to cut through the noise without losing their unique identity.”
Explore top branding agencies on DesignRush to find experienced partners who can help align leadership, ambition, and execution for long-term growth.
