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Agencies talk a lot about brand DNA. Well, this Brooklyn agency's brand is its DNA.
Travis Weihermuller and Dominic Santalucia want their shop, lifeblood, to explore "what makes us human." So, they did so literally with their brand identity—by having their DNA analyzed in a lab, and pulling sequences that were unique to each of them.
The results were broken into lines of equal length, while the breaks in the lines form the DNA. "What makes us human is not the lines themselves but what lies between the lines," the partners say in the (quite trippy) press materials.
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