LiquidityBook, an OEMS provider with an established foothold in the trading technology space, approached us at a key inflection point in the firm’s history. Business was strong, as evidenced by its increasing revenues and a minority investment from a venture capital firm, yet the rapid emergence of well-funded competition with substantial marketing budgets and leveraging SaaS-based technology – historically a key differentiator for LiquidityBook – demanded a new approach. Furthermore, the firm had performed well using a longstanding, understated brand, but steady client wins, growing headcount and new industry partnerships meant LiquidityBook had outgrown its minimalist approach.
LiquidityBook had plans to pursue a variety of tactics to optimize sales and marketing, but the challenges flowed from a common source: its outdated brand. We embarked on a wholesale rebranding project, complete with a new visual profile, logo, website and supporting materials.
As with every rebrand we do, the project began with crucial messaging work – the “source code” for all future communications about LiquidityBook. As we learned more about the most important aspects of the business – the founders’ pioneering spirit, the flexibility and configurability of the technology, the robust customer service and transparent, intuitive business model – we realized that the platform’s central value proposition was its ability to address nearly any investment management workflow or system configuration, regardless of where the client sat in the industry. Traders and technologists who constantly complain about rigidity, unresponsiveness, opacity and the like already had a solution available to them – they just needed to be made aware of it. From there, the tagline “The OMS of Tomorrow, Today” came naturally.
Once we nailed down the messaging, we set about marketing it in a compelling way. We presented a variety of brand design directions to LiquidityBook, each one incorporating a different aspect of the business – open versus institutional, techy versus people-focused, etc. After discussing with the executive team and arriving at an ultimate decision, our copywriters and designers got to work.
Our efforts paid off in the form of a fully rebranded LiquidityBook. The new logo, revamped website, refreshed messaging and more all serve to do a better job of communicating its identity, business and unique approach.
The biggest deliverable was the new website, which contrasted sharply with the firm’s previous design. Splashes of vibrant blues and greens throughout point to LiquidityBook’s approach and focus on technology. Meanwhile, diverse sets of interlocking shapes reflect the platform’s modularity. Even the logo emphasizes this flexibility, with recognizable individual elements coming together to produce a single, unified, distinctive image.
The website launch was supported by modernized sales materials and three new case studies, a first for LiquidityBook. Shortly following the new brand launch, the new LiquidityBook made its big debut at the STA Market Structure Conference in Washington DC, where it was able to hand out new business cards and distribute a flyer directing attendees to a landing page on the new website, from which they could download a new, impressively designed thought leadership piece.
“We are still a lean firm, so the ability for an agency partner to work independently was crucial. Forefront did just that, building us new brand that is simple, clean and eye-catching while at the same time reflecting the complex, institutional nature of our business. They developed it efficiently, on-time and in line with all feedback, which allowed us to focus on running our business rather than hand-holding an agency.”