Judge of the Day: Brendan Murphy talks branding and design innovation
As The Drum Awards Festival celebrates innovation in branding and design, we speak with Design juror Brendán Murphy about AI as a thought partner, why originality is more essential than ever, and how designers can rise above the sameness of the algorithm.
The Drum Awards Festival honors design that doesn’t just follow trends, but pushes creative and cultural boundaries. Brendán Murphy, senior partner at global brand consultancy Lippincott, brings decades of experience to this year’s judging panel. He’s shaped identities for some of the world’s best-known companies and remains focused on how design creates lasting emotional connections.
“What excites me most is that the creative toolkit keeps expanding,” he says. “AI gives us new ways to play and explore. It’s not just about speed or automation. It can become a thought partner, helping unlock new ideas through serendipity. At the same time, automation helps brands scale their content and maintain quality, especially when it comes to things like light motion.”
But Murphy is clear that the rise of new tools doesn’t eliminate the need for emotional resonance. “Technology might make it easier to create a brand, but it also raises expectations. It puts even more pressure on brands to connect in authentic and human ways.”
When it comes to balancing brand consistency with cultural relevance, Murphy shares a framework he uses with clients. “We talk about ‘True and New.’ The True is what must remain constant, like the shape of a Coke bottle or the color of a Duracell battery. But the New is how a brand shows it understands the world its audience lives in. That might be a major campaign, or it might just be a clever post on social. Either way, you need both.”
He also sees visual identity and design systems as powerful vehicles for expressing brand values, but only if they’re owned across the business. “It can’t just live with the marketing team. Your identity needs to be adaptive, responsive and emotionally resonant. If you want to build real loyalty, your brand should feel alive, evolving in sync with the culture around it.”
If he had to bet on one design discipline for the future, Murphy sees motion and sound as rising priorities. “There’s growing sophistication around both, especially in social content. They amplify brand expression. But they only work if the product or service itself is great. Motion and sound can’t compensate for a weak experience.”
Asked which design principle is being most overlooked today, he says originality. “I get why brands want to fit in. But blending in is the riskiest move. Brand is rooted in differentiation. That’s how you stay memorable.”
So what qualities will define the next generation of designers? “The tools will change, but the fundamentals won’t. Curiosity, listening, the ability to translate and a strong sense of craft are still the cornerstones.”
Right now, his biggest challenge is navigating the creative sameness that comes from too much screen-based inspiration. “We’re seeing solutions that all look alike. AI and social platforms tend to serve up the same ideas, no matter the brand or culture. We need to push beyond what algorithms surface and bring real human and cultural insight back into the process. That’s where the magic happens.”
Be part of what’s next at The Drum Awards
The Drum Awards Festival recognizes bold, effective design that balances creativity and strategy. Submit your best work to be reviewed by global leaders like Brendan Murphy and help shape the future of brand expression. Submissions close September 4, 2025.
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