This Brooklyn Agency Made Its Logo and Brand Identity Out of the Partners’ DNA

Lifeblood lives up to its name

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. 

From there, they intentionally randomized the DNA sequences into one set and destroyed the master file. "It is impossible to know which section of DNA belongs to whom, giving lifeblood an identity of its own. This makes lifeblood more than one individual or one idea."

The brand identity also looks different in different media.

"The lines are used in randomly generated sequences throughout different mediums to show how the identity adapts wherever it resides," the partners say. "Although similar in nature, each application shows slightly different sequences. As the agency grows so will the amount of DNA sequences. This makes the identity constantly growing and evolving."

Here's where it gets a little goofy, though.

"Being a digital agency, lifeblood didn't feel right wasting paper on traditional stationary they would never use. Instead they used their own DNA on censored top secret FBI documents. This was intended to be a statement showing we are all complicit in our digital identity and privacy. They also created letterpress business cards that were designed to be the only physical touchpoint with the DNA."

The partners explain: "The reality is what we think of as a brand identity is rapidly changing before your eyes and we wanted to explore what that future could look like. Something that isn't necessarily your typical stand-alone brand identity but more of a visual language that can adapt with the expanding mediums that it could live within." 

Love it? Hate it? Hate them? That's OK.

"The design was made to be loved or hated," they say. "We decided to create something that might be controversial in its simplicity and execution, and if everyone loves it great. If everyone hates, it even better."