Lineage News
Lineage

Lineage - branding a top US legal firm

Lineage Law is a company that primarily deals with the things people don’t like to talk about: inheritance law and what happens when life comes to an end. In practice, this means focusing on leaving a legacy. A timeless challenge that requires timeless communication and a timeless identity. Kind developed the overall branding, a com- munications concept, campaigns and a visual identity for this ambitious American company with a highly specialised business idea.

With each project Kind delivers, they push the envelope to a new extent, and never settle for just 'good enough'. It is apparent they are always striving for 'the best' and that is why I would say Kind is the best branding agency in the world.

Michael J. Hoover CEO and Co-founder, Lineage Law

Michael Hoover, Attorney, CEO and Co-founder, said: ‘When we started to really grow the business and we made the decision to take it to the next level, we tried to think outside of the box as to how we could take a different approach and a non-traditional route in what has traditionally been a very conservative and very bland industry. 

‘How do we transform something that has been morbid and cold into something warm and engaging? And so, the biggest challenge at the outset was guring out how we effec- tively communicate that this is going to be a different experience. With those thoughts in mind, we started looking intently for solutions, because we came to recognise that we simply couldn’t do it on our own. We went looking for the solution, and the solution, obviously, was Kind. The rest is history.’ 

Stephanie Prestridge, Attorney and Co-founder, added: ‘The focus on the emotional part of the branding really blew me away, because we came to Kind with a name and a story and said “do what you have to do — change the name, change the logo, change the colours, we are putting it all on the table”. 

‘And what really captured my imagination is that Kind was able to take our name and story, the overall concept, and understand immediately what we were trying to convey to our clients and the world — that this process never fully ends, your lineage does not stop when you die, it keeps going and recycling through generations. 

‘Kind adopted our past and came up with a beautiful concept for us to share with our cli- ents. It didn’t just capture a name, or a service, it captured the story behind how we got there — it’s a never-ending story.’



More news

  • Stingray Web1

    One of Europe’s most innovative companies chooses KIND

    As one of the three finalists in the 2019 European Inventor Awards, Oslo-based Stingray Marine Solutions has already proven the value of its innovative aquaculture technology. Now Stingray has chosen KIND as its brand partner as it seeks to communicate the unique benefits of its high precision laser technology to the international aquaculture industry.

  • Ect Small

    European telecoms giant ECT chooses KIND as its future brand partner

    Europe's leading communications software company ECT has selected KIND as its new branding agency following an extensive review process that looked at many of Europe’s top creative agencies.

  • Martynas Preview

    New creative strengthens 3D team at KIND

    Experienced 3D designer Martynas Genkovas is the latest recruit at KIND – bringing with him a breadth of expertise to strengthen the 3D team within this fast-growing agency.

  • Preview 1

    KIND picks up the DOGA Award for design excellence

    KIND’s brand identity work for FLYT Seaweed has been recognised with a DOGA Award for design excellence.

  • Pentaward Preview

    KIND receives 4 honors at Pentawards in London

    Pentawards honors the best in global packaging design. The winners of the prestigious 2019 Pentawardswere recognized at a gala ceremony held on 12 September in London.

  • Reddot Small

    KIND takes home five Red Dot Awards from Berlin

    For around 65 years, as one of the world's largest and most important design competitions, the Red Dot Award has been a platform for designers, agencies and companies to evaluate good design. This year Kind receives five awards.

  • Thumbnail Dna

    KIND awarded two gold medals in DNA Paris Design Awards

    DNA Paris Design Awards is the new hot «rendez-vous» for design agencies. An Award to discover and celebrate fresh and creative designs from all around the world in Architecture, Interior, Landscape, Product, and Graphic Design.

  • Agency Of The Year Preview1

    KIND awarded European Agency of the Year!

    European Design Awards has named KIND as the best agency in Europe – the most creatively successful agency of the continent. To win the top accolade ‘European Agency of the year’ is a real achievement, were the competitors are all the top agencies in Europe.

  • Dieline Small

    Kind awarded trophy at The Dieline Awards in Chicago

    Kind has been awarded a trophy at the Dieline Awards in Chicago. Another prestigious award for its innovative packaging design for Flyt Seaweed.