Lineage

Lineage

Branding / Visual identity

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'Their designs happen to be world-class, but that’s just a bonus. What is most compelling to me about Kind is knowing that the “good is not enough” mentality is a constant force at work -- everything has to be the best, it has to perfect, it has to be amazing, it has to be unique and outstanding. It’s a different level going from what suffices to be satisfying and what is truly remarkable. 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.'

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

Lineage - a brand for eternity

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Lineage Law is a company that primarily deals with the things you 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 has developed overall branding, a communications concept, campaigns and a visual identity for this ambitious American company with a highly specialised business idea.

Lineage is a U.S. company based in Louisiana that focuses on holistic personal and business planning. Whether legal, financial, medical or otherwise, Lineage believes in creating comprehensive, versatile, long-term plans its clients will use to best protect themselves, their families, and their assets in a world of increasing uncertainty. 

Collaboration is a cornerstone of this philosophy, and Lineage works hand-in-hand with banks, insurance companies, financial advisors, aged care providers, trust administrators, tax professionals and lawyers across a broad spectrum of practice areas and specializations to maximize the range of dedicated resources available to clients. Through an educational endeavor known as Lineage U, the firm is also building a comprehensive training academy where all of these professionals will gather to exchange knowledge, share ideas and collaborate by combining strengths and matching synergies, all in an effort to foster smarter communities and bring new and more cost-effective planning solutions to mutual clients.

Part of a lineage
 
The world might have shaped us, but in turn we shape the world; we inspire, we build, we innovate, we give birth. We are creators, and by our actions, passion and love we imprint on the world around us. We exist by that imprint, even after we have left the room. We are never truly gone, we are part of a lineage. 

Lineage defines not just our business, but all of us. 
Our roots are one of the few constants in our lives, from the time we are born until the time we die. While we have no control over our ancestral heritage, we do have the power to exert a great deal of influence over the circumstances into which our children and grandchildren are born. We also have the tools available to best prepare for our own retirement goals and final wishes. As its name implies, Lineage Law is primarily focused on helping families in need of estate, retirement, and legacy planning. Lineage is not just about the past, it is also about shaping the future you want for your existing loved ones, and for those yet to be born. Lineage Law offers a free confidential consultation to anyone who is interested in creating an estate plan or having an existing plan reviewed by our professionals. For those with an estate plan already in place, we will review your legal documents and give you a straightforward assessment of the plan's effectiveness in meeting your stated goals. In either case, the firm’s attorneys will spend as much time as necessary to thoroughly review their clients situation with them and outline their options. 

Lineage Meets Kind 
“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 figuring out how we effectively 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 recognize that we simply couldn’t do it on our own. We went looking for the solution, and the solution, obviously, was Kind, and the rest is history,” says Michael Hoover, CEO and Co-founder. 

“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 colors, 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 captured that beautifully, and they did it without changing our name or confusing our story. Kind adopted our past and came up with a beautiful concept for us to share with our clients. 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,” says Stephanie Prestridge, Attorney and Co-founder. 

“I would say the single most important factor in the decision when choosing a branding agency is dependability, and Kind absolutely delivers; they meet deadlines and they do what they say they are going to do. Dependability and the final product are what’s important ultimately, and when you deliver on those points — that’s what speaks to me of professionalism. Their designs happen to be world-class, but that’s just a bonus. What is most compelling to me about Kind is knowing that the “good is not enough” mentality is a constant force at work -- everything has to be the best, it has to perfect, it has to be amazing, it has to be unique and outstanding. It’s a different level going from what suffices to be satisfying and what is truly remarkable. 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. 

Based on the work product I have seen, based on the results in our case, based on what we got back, I believe that if Kind continues on the path it’s on now, they are going to have a huge presence in the United States within just a few years. I personally believe that Kind is head and shoulders above everyone else and that they are going to be a dominant force in the branding world very soon,” says Michael Hoover, CEO and Co-founder. 

'Their designs happen to be world-class, but that’s just a bonus. What is most compelling to me about Kind is knowing that the “good is not enough” mentality is a constant force at work -- everything has to be the best, it has to perfect, it has to be amazing, it has to be unique and outstanding. It’s a different level going from what suffices to be satisfying and what is truly remarkable. 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.'

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

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