Timeline Thyself! Lifeblob, a portmanteau word, can best be described as a system comprising of interconnected timelines where each timeline is a visual chronicle of an entity’s life. Lifeblob allows users to create timelines with content like text, video and images of their personal life, and any other topic they like. These content pieces are referred to as 'Blobs'.

The Apparatus team viewed Lifeblob brand as a biosystem or a planet with many lifeforms that added colour and interaction. This perception also matched the target set for the brand. The visual expression was about creating a minimal, typographic logo and a set of mnemonics. The mnemonics were visualized as a bunch of critters, visibly active all over the website. The overall colour palette had to be different from the standard new wave web startup hues. The team arrived at a palette with the thought that the users' timeline is personal media or almost a biopic. The brand expression was translated into the portal visual design too.

Today, Apparatus continues to be involved actively in the design and development of new features that are added periodically to Lifeblob.