LiquidityBook
services: Design, Public Relations, Web & Software Development
#01. The Challenge
LiquidityBook, a recognized OEMS provider in the trading technology arena, was at a crucial turning point. While its growing revenues and minority investment from a venture capital firm indicated a flourishing business, the fast emergence of well-financed rivals utilizing SaaS-based technology, once LiquidityBook’s unique selling point, called for a reevaluation of strategy. Although its modest branding had served the company well, LiquidityBook needed to shed this minimalist image due to consistent client acquisition, increasing employee strength, and forming new industry alliances.
#02. The Solution
Despite LiquidityBook’s numerous strategies to optimize sales and marketing, the central issue was its antiquated brand. Therefore, a complete rebranding was initiated, encompassing a fresh visual identity, logo, website, and supporting materials.
The project kicked off with vital messaging work, laying the groundwork for all future communications about LiquidityBook. Upon understanding the significant aspects of the business – the founders’ innovative ethos, adaptable technology, robust customer service, and clear, user-friendly business model – we identified the central value proposition. The platform’s ability to cater to any investment management workflow or system configuration made it an already available solution for traders and technologists grappling with inflexible, opaque systems. This insight led to the tagline “The OMS of Tomorrow, Today.”
Following the messaging establishment, we undertook the task of marketing it attractively. We proposed several brand design directions to LiquidityBook, each incorporating a distinct aspect of the business. After discussions with the executive team and reaching a consensus, our copywriters and designers proceeded with the execution.
#03. The Result
The result was a completely rejuvenated LiquidityBook brand. The new logo, overhauled website, updated messaging, and more accurately conveyed the company’s identity, business operations, and unique approach.
The most significant outcome was the newly designed website, drastically different from its predecessor. The use of bright blues and greens highlighted LiquidityBook’s tech-centric focus, while various interlocking shapes mirrored the platform’s modularity. Even the logo emphasized this flexibility, as distinct individual components amalgamated into a unified, unique image.
Supporting the website launch were updated sales materials and three new case studies, a first for LiquidityBook. Following the brand relaunch, the company made a notable debut at the STA Market Structure Conference in Washington DC. Here, they distributed new business cards and flyers directing attendees to a landing page on the refreshed website, where they could download a well-crafted thought leadership piece.
