Steal This Idea

This section features brand concepts and thinking tools that will help you zag, design, and innovate your way to the next business frontier. Take a look, and feel free to comment. We'd love to hear your thoughts.

By Marty Neumeier

Latest Idea:

The Design Well

When you apply the design process both deeply and broadly, you can create rich brand experiences that turn customers into believers. The trick is to do what Shakespeare did in creating his plays. By designing entertainment products that worked on multiple...

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Latin America Blog

Latest Blog:

Premio Chile Diseño 2011

La semana pasada se dieron a conocer los resultados de la cuarta versión del Premio ChileDiseño, cuyo galardón se ha convertido en la máxima distinción nacional otorgada a la Industria del Diseño en todas sus especialidades. Como oficina estamos muy...

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    • December 1, 2011 at 5:55 pm

      Besides being the Chief Creative Officer at Liquid, Alfredo Muccino is the Brand Architect for Slice - a small company making innovative products that cut, trim, chop and slice. Under Alfredo's direction, Slice has been working with star designers like Karim Rashid, Michael Graves and Yves Behar to develop new products that  bring a sense of delight to everyday tasks. The box cutter featured in FastCompany was designed by Alfredo Muccino and Scot Herbst, and has been praised as one of the most innovative products in its category – bringing a new level of style and safety to the industry.
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      POSTED BY: Alfredo Muccino | CATEGORY: Brands & Blogs,Brands in general | Comments (0)

    • November 23, 2011 at 4:55 pm

      Liquid Agency is proud to announce that we've opened our first office in Latin America. Based in Santiago de Chile, and operating under the name of MagiaLiquid, we are ready to export Silicon Valley innovation and support clients who have branding and marketing needs in the entire Latin American region.
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      POSTED BY: Alfredo Muccino | CATEGORY: Brands & Blogs,Brands in general,Events | Comments (0)

    • September 26, 2011 at 11:18 am

      Over the last four decades the American Graphic Design Awards sponsored by GD USA has become a revered and extensive annual design competition. We are pleased to announce that in the 2011 competition, Liquid Agency was the recipient of six awards in categories that include brand identity, poster design, and POP merchandising.
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      POSTED BY: Alfredo Muccino | CATEGORY: Brands in general | Comments (0)

    • July 28, 2011 at 1:01 pm

      We’re very pleased to announce that Bill Zabit has joined Liquid Agency as the company’s Executive Vice President. Bill will work closely with the two founders – Scott Gardner and Alfredo Muccino – to continue growing the company with special emphasis on delivering value to clients in the process of major transactions, crisis and change.
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      POSTED BY: Alfredo Muccino | CATEGORY: Brand Relevance,Brand Strategy,Brands & Blogs,Brands in general | Comments (0)

    • The Design Well

      July 12, 2011 at 9:55 am

      When you apply the design process both deeply and broadly, you can create rich brand experiences that turn customers into believers. The trick is to do what Shakespeare did in creating his plays. By designing entertainment products that worked on multiple levels, he was able to increase not only the number of customers but also their satisfaction, so they came back again and again. Here’s a diagram called the design well that will help your visualize how your company is understood by its various audiences.
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      POSTED BY: Marty | CATEGORY: Brands in general,Steal this Idea | Comments (6)

    • June 30, 2011 at 1:05 pm

      One of the key findings from this year’s Liquid Brand Summit is that leading brands large and small have one thing in common, an incredibly strong brand culture. And where does that culture come from? It starts internally, with great people. That's why we're very excited to have brand culture expert and thought leader Josh Levine join our team as Director of Internal Branding
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      POSTED BY: Alfredo Muccino | CATEGORY: Brands in general | Comments (0)

    • June 27, 2011 at 7:27 am

      Liquid Agency welcomes two new creative directors: Diane Stember Richards and Sam White. We feel pretty lucky having two such talented individuals joining our team. They come to Liquid with very unique and diverse backgrounds, bringing with them lots of experience in branding, advertising, digital media, video and motion graphics. Diane and Sam bring the kind of leadership and expertise that allows Liquid to continuously elevate how we help our clients build their brands.
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      POSTED BY: Alfredo Muccino | CATEGORY: Brands in general | Comments (0)

    • June 15, 2011 at 10:45 pm

      Alfredo Muccino just returned from driving a rickshaw across the entire country of India, risking life and limb in a race called The Rickshaw Run. Why did Liquid sponsor such a crazy idea? To raise money for charity and to support the idea that life should be an amazing adventure.
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      POSTED BY: Alfredo Muccino | CATEGORY: Brands & Blogs,Brands in general | Comments (0)

    • June 14, 2011 at 4:56 pm

      According to Alfredo Muccino, relevant design is influenced by cultural values and takes into account emotional as well as intellectual factors. Alfredo was invited to speak in Dallas at the Design Trends Conference sponsored by POPAI – The Global Association for Marketing at Retail – where he shared his insights about new directions in design and how this is affecting the retail experience.
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      POSTED BY: Alfredo Muccino | CATEGORY: Brands in general | Comments (0)

    • June 6, 2011 at 2:06 pm

      The Design Management Institute’s European conference “The Value of Design” took place in Amsterdam and it featured Liquid’s Director of Transformation, Marty Neumeier as one of the keynote speakers. The conference stressed the importance of design as a valuable business tool and the need to elevate its role in the corporate structure.
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      POSTED BY: Alfredo Muccino | CATEGORY: Brands in general | Comments (0)
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Spotlight

Nike: The Advantage Within.

Nike Global PR asked us to develop launch materials to promote the release of the Nike 2011 Hyperfuse and Hyperdunk, and provide the media with the intangible insights into how premier athletes take their game to the highest level. What truly gives these players a competitive advantage? We delivered a custom physical kit as well as an extensible microsite.

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Design takes center stage in Chile.

Chile Design Week is an annual week-long event taking place in Santiago, Chile’s vibrant capital. Attended by marketers and designers from all over the country, Chile Design Week features: A series of seminars and presentations about design trends and best practices; a tour of retailers focusing on design items; and a national design competition that culminates into a lively awards ceremony. We were honored that the Liquid office in Santiago was selected to create the brand identity for this very important event.

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