In this project, I served as the Art Director for Liqi, a promising new player in the Italian Fintech industry. We started from scratch as there was no existing branding or positioning strategy.
In the initial workshop I led, we studied the target audience, strategically positioned the brand, and collectively designed the company's personality and naming.
Subsequently, I presented a comprehensive market research that supported a significant discussion on the brand's values, also referencing existing market gaps.
"We understand SMEs to grant them flexibility." This is the company slogan that was produced and chosen during the second workshop I moderated.
The logo consists of the logotype (LIQI) and the pictogram (hourglass - droplet icon).
It represents liquidity and the fluidity of cash flows, with a readable and bold character that evokes solidity. Depending on the context, it can be used individually as a logotype, pictogram, or in its complete version. Preferably, only one of the two elements should be used to keep the brand direct and essential.
The two main colors of the LIQI brand are yellow for memorability and white for reliability. Dark blue is introduced for contrasts in texts, icons, and component borders, but should be used sparingly as LIQI needs to remain a bright brand.
The secondary colours support advertising or minor details in pitch decks.
The brand aims to distinguish itself by evoking simplicity with primary geometries, primarily the circle, to create a new language that speaks of direction, movement, flexibility, growth and frictionless flows—values on which the LIQI brand is founded.
The preferred shape is that of the circle, as it is a 'frictionless' geometry that evokes flexibility.
After presenting and finalizing the brand kit, we continued the project by designing the website in a responsive and modular grid. We defined the navigation, use cases, and described the platform through its USPs.
Each feature was presented on the product page along with a 'how it works' section to be transparent even with users less familiar with this new financing technology.
Large fonts, colours, and readability characterised the identity of this website.
