Case Study
Brand System
Art Direction
Digital & Print
OOH
Motion
©2024
In-house Visual Designer
Berlin, Germany
Website
liqid.de
Liqid ↔ Private Equity NXT ↔ A bolder, younger voice for private markets.
About this project
LIQID Private Equity NXT opened private markets to private investors, an asset class that used to be reserved for institutions. The entry point sat far below LIQID's other products, starting at €10,000 or €200 a month. A product this different needed its own voice: a sub-brand that felt younger, bolder and louder than the main brand, but still clearly part of it.
My role
An agency delivered the initial concept. I took its core idea, the NXT logic, scaled it up and made it more graphic and confident, then built it out into a full design system.
It stayed anchored to LIQID with the same typography and colours, but carried its own image world. I researched and art-directed that imagery myself, starting deliberately in black and white at launch and later moving to colour to pull the sub-brand closer to the parent.
I adapted the system across digital, print and airport OOH, and directed the motion work with external freelancers I briefed through storyboards and templates. All of it went into a brand book that others carried forward.
The outcome
The system was robust enough to grow into a family. It went on to carry two further products, Private Debt NXT and Infrastructure NXT. Private Equity NXT launched in June 2024 and became one of Europe's fastest-growing ELTIFs, passing €200 million in its first year. LIQID itself ranked among the Financial Times' fastest-growing European companies in both 2024 and 2025.
