The branding industry is constantly challenging agencies to innovate their ways of expressing brands’ identity. They are compelled to find the balance between representing brands while crafting unique messages that truly resonate with audiences.
Design Bridge and Partners, as a brand design agency, built its foundation on its goal of being impactful. For the agency, success in the branding industry means moving people through its work with brands.
As part of this aim, Design Bridge and Partners recently appointed Alexandra Cerruti as its executive vice president, APAC.
In an exclusive interview with MARKETECH APAC, Alexandra dives deeper into her own strategy towards Design Bridge and Partner’s growth, leveraging collaboration and creativity to collectively bring impact to brands and their audiences.
Where strategy meets creativity
Design Bridge and Partners is a global brand design agency with 30 years of history in Asia, having studios in Singapore, Hong Kong, and Bangkok, among others. This speaks of the agency’s profound experience in the diverse market.
“In our industry, you’re only as good as your last project, but we’re fortunate to have built long-standing client relationships grounded in trust, honesty, and mutual respect. This foundation allows us to partner closely with clients and shape their brands holistically, creating cohesive and distinctive identity systems,” Alexandra shared.
While acknowledging the tough task of needing to stand out, Alexandra shares the agency’s advantage among competitors: blending strategy with creativity.
“Our competitive edge comes from pairing outstanding strategic thinking—defining what brands stand for—with exceptional creativity that ensures they stand out,” she said.
In her leadership, Alexandra values the empowerment of employees, seeing them as vital to sustainable business growth.
“Achieving growth requires balancing an external focus—delivering outstanding work, strengthening client relationships, and driving new business—with an equally strong internal focus on our people and culture,” she said.
“In my new role, I’ll continue to champion both our creative ambitions and our people, ensuring we grow not just in size, but in capability and culture,” she added.
High-performance culture for a powerful future
The brand design agency has a mission to “design brands with the power to move people.” However, this does not come easily for the company. Alexandra shares how the agency faces challenges as it operates in Singapore, a dynamic yet expensive market.
“The challenge is to consistently deliver exceptional work that drives real impact for our clients’ businesses, especially as clients are under increasing pressure to justify every investment,” Alexandra said.
Nonetheless, she reaffirms her goal of helping Design Bridge and Partners’ talents go beyond boundaries in unlocking creativity.
“We address this by ensuring every project delivers measurable value and by nurturing a high-performance culture where our teams are inspired to push creative boundaries while staying commercially focused,” she said.
Looking towards the future, Alexandra is approaching the complex branding industry with powerful ideas, injecting them into the practice of branding as a vital part of the process.
“My vision is to help our clients find and activate that core idea—the one that truly moves people—so their brands can connect emotionally and stand out in today’s crowded attention economy. At Design Bridge and Partners, we’ll continue translating strategy into bold, tangible expressions that resonate with audiences and drive brand growth,” Alexandra said.
In its quest to help brands express themselves across multiple channels, Design Bridge and Partners is prioritising impact. In Alexandra’s new role, she is approaching this wider mission with a simpler yet powerful strategy: the empowerment of employees as they step towards sustainable growth. With Alexandra and its entire team, Design Bridge and Partners is accelerating towards its greater goal: moving people with branding.
