Liquidity
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Elevating brand by breaking convention
In the fast-paced world of private credit, Liquidity stands out. As the leading AI-driven firm providing growth financing to mid- and late-stage companies, Liquidity recognised the need for a brand that reflected its innovative approach and global ambitions. FutureBrand partnered with Liquidity to navigate this transformation, crafting a bold new brand strategy and identity that breaks free from category conventions.
Liquidity's ambition was clear: to evolve its former tech-oriented brand identity to better emphasise its humanity – in particular, its unique approach to combining the firm’s nexus of human intuition with its proprietary AI decision science technology.
Our deep dive into Liquidity's target audience revealed the opportunity to 'Change The Current'. This brand idea, rooted in Liquidity's purpose, reflects the company's role in helping portfolio companies navigate shifting financial landscapes with speed and agility.
The new identity is anchored by a custom wordmark in the Valve typeface, balancing modernity with heritage and conveying forward momentum. The colour harnesses luxury cues to reflect Liquidity's premium service, and a new graphic language uses abstract silhouettes to represent progress and momentum. A fresh, elevated photographic style reinforces Liquidity's relationship-driven ethos and helps the brand stand apart in a crowded category. Complementing the visual identity, we also crafted a new verbal identity that captures the brand’s charismatic, human, and distinctive personality.
Liquidity now embodies a human-centric brand that signals its unique position and its commitment to propelling partners through changing currents, and reflecting its advanced AI-driven technology, conveying both innovation and sophistication.
"Our goal was to divert from rigid industry sameness to make our brand feel adaptive, empowering and full of possibility. The FutureBrand team’s collaborative approach felt like a dynamic partnership throughout the entire process. They understood our vision and translated it seamlessly into design and strategic elements that captured precisely what we set out to convey."
Parisa Ansarian, VP Strategic Communications, Liquidity
