It's almost always about risk management. An old trick I've learned with designing for brands is to always present at least two different ideas when it comes t

It's almost always about risk management. An old trick I've learned with designing for brands is to always present at least two different ideas when it comes time to showing ideas/design work to suits - one concept that's more "safe" and one that's more visually creative. 90%~ of the time, the safe concept is chosen; even if that immediate suit likes the creative one, it gets all the edges stripped away from management above should it move forward in execution. There's advantages to working in corporate design but don't expect the truly unique ideas to survive for long - it's why there's a love affair with outsourcing to agencies.