Drug Store News reports on Watson Pharmaceuticals' rebranding following their acquisition of Actavis. The campaign, set to roll out on 2013, will showcase Lippincott's redesigned Actavis logo featuring a “W” emerging from an “A,” a reference to Watson.

Tony Spaeth's Identityworks blog details Lippincott's work with MFS Investment Management, including a highly successful logo redesign led by Connie Birdsall as a visual representation of the new positioning statement "Building Better Insights". 

Design Week credits Lippincott with refreshing eBay’s visual identity to better reflect the brand’s movement from auction listings site to global online marketplace.

Identityworks praises Lippincott for designing a “calmer, more conventionally authoritative presence” that visually enhances eBay’s quality impression.

eBay’s transformation “from bubbly to sleek” is featured by Creativity.

In the wake of a Lippincott-led rebranding campaign that transformed Cellular South into C Spire Wireless, brand studies are revealing an "overwhelmingly positive customer response" to the wireless carrier's new name and logo.  In shedding its regional identity, the company had hoped to increase its market share.  Chosen from among 800 contenders, the new name represents a combination of "customer" and "inspire".

The New York Times announces Unitrin's name change to Kemper Corporation, a Lippincott-led rebranding initiative aimed at capitalizing on Kemper's greater brand equity among consumers.  Donald G. Southwell, chairman, president and chief executive of Unitrin, explains that the strength of the Kemper name was confirmed with research showing around 30% greater awareness among customer demographics as compared to Unitrin.  Lippincott's Michael D'Esopo emphasizes that adopting the Kemper name “builds on the strength and stability and credibility in the insurance category” that has been established through over a century of service to consumers.  Executives of the newly minted Kemper Corporation will usher in this new beginning by ringing the bell at the New York Stock Exchange on Thursday morning, and ads announcing the name change will also appear in newspapers.

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.  

Lippincott's work with Viking appears in The Dieline, along with a quote from Mike Elbers, Viking's vice president of marketing and merchandising.  Elbers explains that the rebranding project is "a refocusing of us as a business [. . .] using the Viking brand and identity a focal point for improving the customer experience."

Starbucks' rebranded packaging, created by the Starbucks internal design team in partnership with Lippincott, is presented by package design website The Dieline.