Lifetime Partners

We built Liquid 2’s brand strategy to highlight their team and the relationships at the core of their mission. Their team’s operational experience building, scaling, and exiting across sectors drives their interest in investing early and in a diverse range of companies. Given their established team, values like perspective, connectedness, and candor became important foundations for their brand positioning. 

To invest during the seed and pre-stages requires high-trust as companies grow, expand and change. With this in mind, we crafted their brand strategy to showcase their lifetime investment in founders from the beginning stages of companies to the long term. Our strategy work informed copywriting for their website, where we used tone and language reminiscent of a mentor and coach who supports throughout the journey.

Knowing Liquid 2’s establishment as a firm, when we went to create a fresh palette, we chose a vibrant royal blue that honored Liquid 2’s classic hero blue, and we designed a streamlined logo that kept the spirit of their original L2 mark. These visuals created an excellent base for the brand identity system, for which the brand strategy work was also a main inspiration.

The idea of a lifetime partner traveling with a founder for their entire journey from as early as pre-seed inspired a linear graphic system that dynamically draws out pathways that structure the visuals. Sleek sans serif fonts follow the same linear design, but lead bold, oversize type moments on the website as a nod to the ways Liquid 2’s diverse portfolio of over 800 companies stands out amongst peers.