These collaborations called for different forms of brand stewardship: establishing a digital-first identity for a new experience, translating established campaign elements into responsive digital touchpoints, and resolving creative within overlapping brand, legal, and regulatory frameworks. Across the NHL® Hockey Challenge, Timbiebs, Mastercard, and Instacart, the work preserved what audiences recognized in each partner while maintaining a coherent Tims experience across email, in-app, and campaign placements.These collaborations called for different forms of brand stewardship: establishing a digital-first identity for a new experience, translating established campaign elements into responsive digital touchpoints, and resolving creative within overlapping brand, legal, and regulatory frameworks. Across the NHL® Hockey Challenge, Timbiebs, Mastercard, and Instacart, the work preserved what audiences recognized in each partner while maintaining a coherent Tims experience across email, in-app, and campaign placements.These collaborations called for different forms of brand stewardship: establishing a digital-first identity for a new experience, translating established campaign elements into responsive digital touchpoints, and resolving creative within overlapping brand, legal, and regulatory frameworks. Across the NHL® Hockey Challenge, Timbiebs, Mastercard, and Instacart, the work preserved what audiences recognized in each partner while maintaining a coherent Tims experience across email, in-app, and campaign placements.