Lineage rebrand
For 20 years, Lineage has helped brands earn their place in culture. But founder Anthony Rodriguez saw an opportunity to go deeper. Rather than just offering services, it was time to codify a methodology—a system that could help brands consistently build lasting cultural relevance. We turned Lineage’s years of expertise into a scalable, repeatable framework without losing the creative depth that made it effective in the first place.
The result is BeConfluential™—a four-step framework designed to help brands tell a better story, find their people, and create the kind of community that fuels long-term growth. We didn’t just build a brand—we built the structure and clarity that bring the framework to life, ensuring its value is clear and actionable. Complete with a design system, and an experiential website built entirely in WebGL, Lineage isn’t just delivering strategy—it’s equipping brands with a blueprint to own their cultural relevance, for good.
services:
collaborators:
WORK IS PLAY - DESIGN & WEB
impact:
featured in:
the Playbook for Cultural Impact
Lineage saw a gap in the industry: agencies could pull off flashy campaigns, but once the buzz faded, brands were left without a real game plan for staying relevant. That’s why they made the shift—from one-off services to a repeatable framework.
BeConfluential™ was built for marketing leaders and CMOs who need more than ideas; they need a system to keep their brands relevant, connected, and culturally fluent for the long haul. Instead of one-off activations, Lineage delivers a blueprint for brands to embed themselves in culture—intentionally, consistently, and strategically.
awards:
awards:
Portal to New Worlds
The idea emerged from a discussion on color and the team’s admiration for light artist James Turrell. His work creates portals, drawing viewers into entirely new worlds through subtle shifts in color and space. It was the perfect parallel to Lineage: a brand that doesn’t just observe culture but opens doors into it, revealing unseen pathways to fandom and connection.
Anthony Rodriguez
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