Lineage rebrand
Lineage had spent 20 years helping brands earn cultural relevance. But the work lived in the team, not in a clear system clients could understand, buy, or apply on their own.
The company had evolved beyond a service model. The story hadn’t.
We worked with Lineage to turn years of thinking into something structured and usable. Not just a positioning shift, but a way to make their approach visible, repeatable, and scalable.
The result is BeConfluential™, a four-step framework that helps brands tell a clearer story, find their people, and build the kind of community that drives long-term growth.
From there, we built what the framework needed to live in the world. A clear narrative, a design system, and an experiential WebGL site that makes the thinking tangible.
Lineage didn’t just come out with a new brand. They now have a system they can sell, use, and build on - a clearer way to show up, and a stronger foundation for where they’re going next.
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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