Liquid Capital asked Jog to conceive and art-direct a series of brand images to work with the new brand identity that the consultancy had created for the group. After researching images of liquid-related subjects, it was clear to Jog that all existing visual routes had been well-used within the industry and a new approach was needed if the images were to have real brand equity.

Jog started by revisiting the key values and characteristics of the group. It then worked with photographer Alan Thornton in a series of experimental studio shoots designed to capture these core ideas in images based on a variety of liquids. The images are powerful in their own right but are especially strong when used as the backdrop to key brand messages.