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.”
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Corporate Branding
We partnered with Yorke, a Chicago-area commercial printer, to create a self-promotion piece rooted in the owner’s passion for cycling. The journey of a ride mirrors the process of a print project. From concept to copy to design, we built a piece that moves. Each spread reflects a different stage. Planning the path. Staying focused. Pushing through the climbs. Enjoying the finish. A simple metaphor that brings their craftsmanship to life. The result is a printed piece that doesn’t just talk about quality. It shows it. Every detail. Every page. Working together to tell a story about process, partnership, and pride in the final product.
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Corporate Branding
The Illinois Music Education Association connects music educators across the state while creating meaningful experiences for students. As the organization grew, they needed an identity that could match that energy and scale with it. We built a mark that’s simple on the surface, but designed to be distinctive and ownable. A clear foundation that could carry across everything they do. From there, the system expands. Conference branding. Elementary Series. Different audiences, same core. Everything feels connected without feeling repetitive. A brand designed to be creative. Just like the people it represents.
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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.
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