The Lineage Group
Branding and Identity System
The Lineage Group is a team of financial advisors in the Chicago suburbs, but their approach feels more like coaching than traditional wealth management. We helped bring that difference to life by shifting the focus away from generic financial imagery and putting the spotlight on the people behind the practice. No stock photos. No shortcuts. Just authentic, editorial-style photography that captures the personality and trust at the core of their relationships. From there, we elevated the brand with a refined identity system, anchored by a custom logo built around a shield and four interlocking leaves. A subtle nod to the four partners. A stronger signal of protection, growth, and connection. Because building a financial future isn’t just about assets. It’s about creating something that lasts.
“GD Squared didn’t just design our brand. They helped us define who we are. The process was focused, collaborative, and personal, and the end result feels authentic and truly sets us apart.”
More Work
Corporate Branding
We partnered with Northfield Township to create a brand that reflects the role they play in the community. One that feels welcoming, clear, and built for everyone they serve. The logo takes the form of a round seal. Segments come together to create a sense of connection, revealing both a home and a hidden “N” within. A small detail that reinforces a bigger idea. Support starts here. From there, we built the system around it. Brand guidelines that define how it all comes together. Color. Type. Usage. Clear and consistent across every touchpoint. We carried that thinking into the website. Clean. Easy to navigate. Backed by a system that makes updates simple. Everything working together to reflect the mission. Open. Accessible. Community-focused.
View Project
Corporate Branding
Grateful Sun Energy is an innovative startup helping homeowners switch to solar power at a fraction of the typical cost. They needed a brand that stood apart. One that made solar feel simple, approachable, and within reach. We created a flexible identity system built around a bright, refined color palette and playful illustrations that add warmth and personality. The system extended into a storefront experience and a digital campaign, where animated ads invited users to explore just how attainable solar energy can be.
View Project
Corporate Branding
We partnered with Oval Fire Products to create a brochure that highlights how smart design can make safety beautiful. Their innovative, space-saving fire extinguisher goes where traditional designs can’t, giving architects the freedom to create without compromise. Handed out at the AIA Conference, the clean, minimalist brochure invited architects and builders to rethink how fire protection fits into their spaces. A QR code took the idea even further, letting users explore an augmented reality model of the Oval extinguisher in their own environment and see firsthand how form and function come together.
View Project