The Line, founded by Assembled Brands and Executive Creative Director Vanessa Traina, is an e-commerce platform from which like-minded companies, covering diverse product segments, are launched. The products available on the The Line share specific qualities: they are smart, versatile, and well-crafted. They eschew the vagaries of fashion for something more essential: meaning. With the notion of considered consumption in mind, we developed the strategy of the “quintessential” to differentiate The Line from that which is overtly trend or luxury driven. This principle was carried through our naming taxonomy that clearly linked the products, editorial content, and Soho showroom space to one another to our logo and design system for The Line and its sister company, Protagonist.