STEPPING OUT INTO THE PUBLIC
Lineage was a quiet giant—operating at massive scale inside an industry most people never see. As the company prepared for a landmark IPO, the challenge was clear: before investors could believe in Lineage, the public needed to understand who they were and why they mattered.
As Group Creative Director and Creative Lead, I led a multidisciplinary team to bring visibility to the invisible—positioning Lineage as essential infrastructure at the heart of the global food system. Guided by the belief that food is everything, we built a human-centered brand narrative that connected Lineage’s cold-chain expertise to the moments food makes possible in everyday life.
The work spanned a fully integrated campaign: a new brand platform, a transformed website, investor-focused content hubs, and paid media highlighting Lineage’s innovative services. To mark the IPO moment, we brought the story to Times Square with a digital takeover, food trucks tracing how Lineage moves food from source to plate, and an interactive cold-storage warehouse simulation. Our digital team extended the experience with an augmented-reality walkthrough, allowing visitors to explore a real Lineage warehouse and see its technology in action.
The campaign generated more than 700 earned articles and 5 billion impressions, with coverage from CNBC, Nasdaq, Forbes, and Reuters. Website traffic increased 52%, engagement rose 33% month over month, and the campaign landing page drove over 1,000 completed interactions. The IPO itself became the largest of the year, raising $4.4 billion—transforming Lineage from an unseen operator into one of the most talked-about companies in the market.
What was once invisible became indispensable—and Lineage emerged as a defining story at the intersection of food, infrastructure, and innovation.