Liquid Financial Advice
Rebrand
Liquid Financial Advice wanted a refreshed brand identity and website that reflected their warm, people-focused approach while maintaining a sense of professionalism and stability. In a crowded financial advisory market, the goal was to create a distinct, modern, and meaningful brand that clients could connect with.
The Brief
- Reimagine an established brand without losing trust
- Create a distinctive visual identity in a competitive space
- Balance a boutique feel with the authority of an established financial advisor
Brand Values
Tailored advice / Adaptability / Long-term support / Stability / Family-focused / Partnership / Boutique service
Approach
Although the name Liquid had existed for years, its meaning hadn’t been clearly tied to the brand story. I developed a concept around water as a metaphor – a natural, dynamic element that represents adaptability, clarity, and guidance.
This theme informed both the visual direction and the tone of voice, creating a foundation for a cohesive and emotionally resonant identity.
Concept Exploration
Flowing River – symbolising adaptability, progress, and navigating life’s financial journey.
Ripples – representing partnership, dialogue, and the lasting impact of financial decisions.
Liquid ‘Q’ Wordmark – exploring the fluidity of the name through form and movement.
Final Identity
The chosen Flowing River concept became the central idea for the brand.
Logo-mark: Curved lines flow around two half-round forms – symbolising water moving past obstacles and Liquid’s role in guiding clients through challenges.
Typography: Josefin Sans (all caps) for the logo and main headings, chosen for its geometric quality and distinctive ‘Q’. Afacad for body text – shares Josefin’s clean geometry but provides better legibility across longer text formats.
Colour Palette: A light blue primary hue inspired by water, paired with a cool earth brown to add distinction from competitors.
Supporting Graphics: Flowing line motifs used across backgrounds, diagrams, and image overlays to reinforce the river concept.
Imagery: Photography featuring water themes – representing flow, clarity, and adaptability.
Liquid Brand Guidelines – Cover
Liquid Brand Guidelines – Logo
Liquid Brand Guidelines – Logo Colour
Liquid Brand Guidelines – Logo Black & White
Liquid Brand Guidelines – Logo Clear Space
Liquid Brand Guidelines – Colours
Liquid Brand Guidelines – Typefaces
Liquid Brand Guidelines – River Lines
Liquid Brand Guidelines – Imagery
Liquid Brand Guidelines – Back Cover
Deliverables
- Brand guidelines (logo, typography, colour, and imagery systems)
- Logo suite and supporting graphics (print and digital formats)
- Email signature design
Outcome
The new identity is eye-catching, contemporary, and deeply connected to Liquid’s values. It tells a clear story of guidance, adaptability, and partnership – key pillars of the Liquid experience.
Liquid was thrilled with the result and felt a strong sense of ownership throughout the process. Since launch, they’ve received positive feedback from clients and are now confidently promoting their refreshed brand.
“Craig was great to work with throughout the feedback process.”
“We recently worked with Craig to refresh our website and branding, which had started to feel dated after a few years. He quickly presented clean, unique concepts that aligned perfectly with our goals, and the end result really shows it. We’re especially happy with the new logo and colour palette, which strike the right balance between professional and approachable. Although we added a few extras that pushed things slightly beyond the original scope, Craig handled everything efficiently and was great to work with throughout the feedback process. The new site reflects the standard of our advice, and it’s a relief to feel proud of it rather than worried it wasn’t doing us justice.”
Henry Moore — Financial Adviser at Liquid Financial Advice