Case Study
Visual Identity
Art Direction
Motion
Social
Studio Design
Brand Activation
©2024
In-house Visual Designer
Berlin, Germany
Website
Liqid ↔ That’s Smart Money ↔ The finance podcast that doesn't sound like one.
About this project
Most of LIQID's products carry high minimums, so the brand stays out of reach for a broad audience. That's Smart Money was built to change that: a podcast to grow awareness and make complex financial topics approachable. Each episode pairs two hosts, LIQID's CEO and an external one, with a guest who brings expertise on the topic.
My role
I created the full visual identity and the system behind it. The main cover features the two hosts, each episode cover puts the guest front and centre. From there it carried through to static and motion social assets, YouTube thumbnails, and the launch and ongoing emails. For the intro and outro I developed the concept and storyboards and directed an external freelancer.
Beyond the screen I shaped the studio, pitching colour and interior directions, then taking the chosen concept into production with an external partner and helping build the technical setup for a video podcast.
For launch I designed a guerilla activation: branded coffee and ice served from branded vehicles, including an ice bike, with a flyer whose QR code turned a subscription into a free treat.
The outcome
At launch the podcast reached #4 in Apple Podcasts' Investing category and #10 in Business. What lasted is the system. It still runs today in the same design, produced by the team without me, and the studio is still in use.
