Unitrin's transformation into Kemper Corporation is deemed a "smart and strong rebranding" by Indentityworks.  Lippincott's Michael D'Esopo and Brendán Murphy are credited with leading the strategy and design efforts, respectively. 

Identityworks takes a look at Marsh & McLennan Companies' 2011 rebranding, including a new logo, visual system, signature system and the restoration of the company's formal name.  Lippincott is credited with identity counsel and design for its parent company, whose brand repositing aims to establish its identity as a professional services firm, rather than merely a major insurance brokerage that also owns consulting businesses.  

On January 5th, 2011, Starbucks unveiled its new logo, featuring a refined siren image that is no longer accompanied by "Starbucks Coffee" verbiage.  Lippincott's design team, led by Connie Birdsall, is credited with contributing to the visual rebranding efforts.  This public preview will be followed in March by in-store events commemorating Starbucks' 40th anniversary.

Identityworks commends Lippincott’s pro bono work with GLAAD, and the “energetic visual identity” embodied by the new Lippincott-designed GLAAD logo. The logo, a symbol of amplification in bright, bold colors, represents communication, empowerment, diversity and energy.

Tony Spaeth of Identityworks reviews Walmart’s new image, calling it a “sunnier, friendlier neighbor."

Quick Chek is featured in Identityworks' “Also Noted” section.

Lippincott’s Sysmex wordmark gained a positive review from Identity Works.  Identity Works described the new wordmark-symbol as being full of potential interpretation, creating a powerful new logo.

Identityworks reviewed the Vale rebrand.  Tony Spaeth says the new symbol is “beautifully simple” and induces thoughts of Brazilian landscapes.  He even rates it as the “best use of rebranding” that he has seen in 2007.

Identity Works reviewed Lippincott’s work with Johnson Controls.  Tony Spaeth describes the new design as “thoroughly planned, soundly executed and well communicated."

Identityworks positively reviewed Lippincott’s work with Delta Air Lines.