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The Lineage Group

A financial services firm in the Chicago suburbs approached us to help them strategize a new name and brand for their company. After over thirty years of working with businesses and families in a variety of financial planning situations the company grew to a point where they needed a new outlook on their own future. Taking them through the branding process uncovered a few organizational questions that were given a clear answer to go along with their new logo.

Identity System

Forming a personal connection with their clients required touchpoints that avoided the overused, slick financial vernacular. The letterhead, envelopes, and business cards were printed on a very tactile uncoated soft cream paper, and the business card takes it a step farther by using letterpress printing to make a memorable first impression.



The logo was embroidered on polo shirts, sweaters, and pullovers to give out to clients as a promotion.


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