# DNA-Based Branding The 'lifeblood' Brand Identity is Made from the Partners' Genetic Instructions By Laura McQuarrie | Published 2016-05-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/lifeblood References: [adweek](http://www.adweek.com/adfreak/brooklyn-agency-made-its-logo-and-brand-identity-out-partners-dna-171532) & [lifebloodagency](http://lifebloodagency.com/) 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](https://www.trendhunter.com/trends/corporate-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." ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 24% | Activity: 41% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Genetic Branding:** Using DNA analysis to create a unique brand identity. - **Dynamic Visual Graphics:** Utilizing morphing lines and dashed patterns to create visually engaging brand materials. - **Controversial Simplicity:** Creating a brand identity that intentionally provokes strong reactions and generates conversation. ### Industries Being Reshaped - **Marketing and Advertising:** Companies can explore DNA-based branding as a distinctive strategy to differentiate their brand and engage consumers. - **Design and Printing:** The demand for dynamic visual graphics in printed materials, such as business cards, presents opportunities for innovation in design and printing techniques. - **Brand Consulting:** Specialized agencies can offer unique services in creating controversial yet impactful brand identities that generate buzz and discussion. ## Related on Trend Hunter - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [At-Home Genetic Testing Solutions](https://www.trendhunter.com/trends/dnalabs.md) - [Inclusive Skincare Branding](https://www.trendhunter.com/trends/featforskin.md) - [DNA-Based Nutrition Programs](https://www.trendhunter.com/trends/habit.md) - [Food-Inspired Brand Imagery](https://www.trendhunter.com/trends/cooking-clases-barcelona-venue.md) - [Vegan Food Branding Updates](https://www.trendhunter.com/trends/impossible-foods-3.md) - [Direct-To-Consumer Genetic Testing Products](https://www.trendhunter.com/trends/directtoconsumer-genetic-testing.md) - [Modernized Corporate Identities](https://www.trendhunter.com/trends/corporate-identity.md) - [Luminous Beverages Branding](https://www.trendhunter.com/trends/Rithms-Enlite.md)