This project stems from an observation made during everyday design practice: although brand design is considered one of the most powerful drivers of business success in theory, in practice it is often reduced to purely aesthetic considerations. This work was motivated by the question of why design's enormous transformative potential at the interface with business often remains untapped. There is a discrepancy between what design could achieve and how it is actually integrated into companies. This project aimed to shed light on this issue by scientifically identifying the underlying barriers and highlighting practical ways to improve collaboration.