COOLHUNT MONDAY: DNA BASED BRAND IDENTITY

Most of our lifes are being lived online nowadays, that doesn't mean that digital can't be made human. That is exactly what LifeBlood agency did when they translated their DNA into their new brand identity. Lifeblood started out designing their own brand identity by exploring human identity in the digital world. What makes us human and how has it evolved from the physical world to the digital world. This existential question formed the foundation of their research into a new brand experience.

To visually embody what makes us human they began by breaking apart what humans are made of. Just as code forms the basis of all life in the digital world, DNA forms the basis of all life in the physical world.

To get their DNA in a visual form they had their DNA analyzed from a lab pulling specific sequences that are unique to each individual. These results were broken into lines of equal length, the breaks in the lines formed the DNA code. What makes us human is not the lines themselves but what lies between the lines, a new identity was born.