"So, they did so literally with their brand identity—by having their DNA analyzed in a lab, and pulling sequences that were unique to each of them."
"Being a digital agency, lifeblood didn't feel right wasting paper on traditional stationary they would never use. Instead they used their own DNA on censored top secret FBI documents."
That's where they lost me too. I went from "Oh, that's pretty nifty!" to "...huh. Alright. Whatever you say, man." really fast.
Nice find! Their site design is beautiful too: