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Case N°1

LIQID Brand

EXEC. SUMMARY

A digital wealth manager that looked like a faceless insurance company. Two years as Head of Creative, responsible for brand, website, product design and the team behind all three.

Head of Creative, part of the management team

Berlin

2022-2024

EXEC. SUMMARY

A digital wealth manager that looked like a faceless insurance company. Two years as Head of Creative, responsible for brand, website, product design and the team behind all three.

A group of people around the table with their laptops.

THE SITUATION

LIQID had an excellent product and a brand that gave nothing away. Grey, red, blue. It could have been any insurance company in Germany. The audience is affluent: doctors, lawyers, founders, people investing between 100k and several million. That audience reads quality in seconds, and the brand wasn't sending the signal. The website ran on HubSpot, so nothing could be tested, targeted or built quickly. The design function existed, but not the standards to steer it.

THE SITUATION

LIQID had an excellent product and a brand that gave nothing away. Grey, red, blue. It could have been any insurance company in Germany. The audience is affluent: doctors, lawyers, founders, people investing between 100k and several million. That audience reads quality in seconds, and the brand wasn't sending the signal. The website ran on HubSpot, so nothing could be tested, targeted or built quickly. The design function existed, but not the standards to steer it.

THE APPROACH

Absorb, then act.
I was hired away and thrown straight into a live product campaign in week one. Before rebuilding anything I mapped what was there: the team's actual skills, the processes, the assets, what customers responded to. Then I rebuilt the team around the gaps. Replaced the senior design lead, hired a copywriter, brought in a creative ops manager to give the studio a system for intake and delivery.

A V1 brand, shipped in months.
A fintech can't stand still for a two year branding process. A wealth manager can't look like a different company overnight either, because consistency is part of the product. So I evolved instead of replacing. Kept the existing grey, added warm cream and beige, killed the blue for minimalism, pushed the red toward a deeper, more premium tone. Mockups made the invisible product visible for the first time: this is your money, on your phone.

Build the machine that carries it.
We moved the site off HubSpot onto Webflow and shipped a completely new website in three to four months. New UX, new pages, new copy. That unlocked landing pages, A/B tests and real performance marketing. Once the marketing engine ran, we took the brand to V2: product colour system, a stronger image world including early AI generated abstracts, brand codes built for distinctiveness, and a full design system with tokens so the product team could ship new screens fast.

THE Outcome

"Simon brought the LIQID Brand to a whole new level and built a system that works everyday. Creating Ideas and Campaigns together was one of the parts I enjoyed most during my time at LIQID"

John Hein

Head of Marketing @LIQID, now Deutsche Bank

LIQID stopped looking like an insurer and started looking like the premium digital wealth manager it actually is. Distinctive, minimal, unmistakably its own. Customers said so unprompted, repeatedly. The website went from bottleneck to the engine room of marketing. And the creative function kept running the brand after I left.

7 PEOPLE IN THE CREATIVE FUNCTION, BUILT AND LED

"Simon brought the LIQID Brand to a whole new level and built a system that works everyday. Creating Ideas and Campaigns together was one of the parts I enjoyed most during my time at LIQID"

John Hein

Head of Marketing @LIQID, now Deutsche Bank

THE WORK

Brand V1 and V2 with colour system, image world and distinctive brand codes / Mockup system to make the digital product visible / Booklets and brand documentation / Print campaigns across wealth management and private equity / First digital campaigns on Google and Meta, iterated in market / Employer shootings, social templates and LinkedIn content / Newsletter redesign / Podcast studio designed and built on a lean budget / Website migrated from HubSpot to Webflow with new UX, structure and copy / Landing page system for performance marketing / Design system with tokens for the digital product / Onboarding journeys and UX flows for new wealth management products and the app launch / Team built to seven across design, UI/UX, copy and creative ops / Rebuilt the team around the gaps with a new senior design lead, copywriter and creative ops manager / Developed juniors and working students into roles they could carry on their own / Intake and delivery process so marketing could brief the studio and get consistent output

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