Branded DNA

Creative director Travis Weihermuller and producer Dominic Santalucia are now a physical part of Lifeblood Agency’s branding. The duo had their DNA analysed at a laboratory and selected sequences that were unique to each of them. These were then combined to create a distinct pattern, where the breaks in the lines represent the duo’s DNA.

The designs draw parallels between code and DNA, where one forms the basis of the digital world while another forms the core of the physical. ‘The identity explores how brands can live in the digital world while playing on the juxtaposition of digital made human,’ the designers explain. ‘The design is meant to be enigmatic, and plays on our natural instinct to create patterns from which to derive meaning.’

The new design has been applied across the Lifeblood Agency website, with each pattern depicting a subtly different DNA sequence to ensure that both founders are represented. As the agency grows, the number of DNA sequences in its branding will increase, creating an identity that is constantly evolving.