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The 'lifeblood' Brand Identity is Made from the Partners' Genetic Instructions

 - May 18, 2016
References: lifebloodagency & adweek
When Travis Weihermuller and Dominic Santalucia joined forces to create 'lifeblood,' they knew it needed a special identity to communicate what makes the brand human. In order to do this, the pair sent off their DNA to be analyzed in a lab and in return, were able to craft a set of graphics that reveals what genetic instructions makes them unique.

The brand's visual identity uses a lot of lines and in different formats, the strings of generated lines morph before a viewer's eyes. In print, this includes business cards that use the same system of dashed lines.

On the creation of the lifeblood agency's identity, the pair says: "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."