Liquid Agency Brand Marketing

Here are our latest success stories.

These case studies outline the objectives, process and solutions we’ve developed for some of our favorite projects. If you’d like to learn more about our work, please send us a note. We've done a lot of stuff we’re not allowed to publish on this website.

Peace. Love. Print. Branding the PINC show.

The Printing Industries of Northern California asked us to design the marketing materials for its biggest annual event, the PINC show - which is attended by over 1,000 professionals from the printing, paper and marketing industries. The theme was the ‘60s and we found our inspiration in the Summer of Love in San Francisco.


The logo type for the show was designed by Michael Osborne - and we decided that it was best not to mess with it. Instead, we designed a heart shaped logo that included the words “Peace”, “Love” and “Print” using a font that was manipulated to resemble the psychedelic art of the ‘60s. The heart design is a nod to San Francisco, given the famous “I left my heart...” song that mentions our fabulous city. Lastly, we incorporated a drop - symbolizing ink - as well as the passion (sweat and tears) that defines the craftsmanship and care that are part of the printing trade. Lastly, the drop also represents the tension in which the industry lies due to the advent of digital communications and the pressure that this has created for printing and printers. PINC was thrilled at the brand identity for the show.

Save the date.

The ‘60s proved to be an excellent source of inspiration. The period was laden with colorful graphics, slogans, music, posters, and events that provided a great palette for us. Since we love buttons, and they were very popular during the ‘60s, we used them as a vehicle for a variety of communications materials. For example, we produced a “Save the Date” campaign that included traditional direct mail postcards as well as email blasts to the members, featuring an array of colorful buttons that started to communicate the spirit of the theme - while also communicating the logistical information.

Email campaign.

In order to let people know about the event we developed a set of email templates that could be updated by PINC and were used to reach their entire membership.

Direct mail marketing.

Besides the exhibitor event, PINC offers the opportunity to attend a variety of seminars and workshops. To promote these workshops we created a brochure that included a summary of the classes and a short bio of each of the presenters. If someone wanted more information, they could always visit the website. However, since this was sponsored by the Printing Industries of Northern California, we thought that it was appropriate to use print media for much of our communications.


Upon arrival, attendees were given the typical things that one receives at tradeshows..including a bag filled with literature from various exhibitors. PINC went all out this year with their show program, and allowed us to design a piece that included not only the functional information, but also a few pages of fun graphics. We thought was important to showcase the organization’s support of good design, and were very happy that PINC agreed.


It has been a tradition to invite a prominent designer to create a keepsake piece that gets distributed at the event. This year, the honor went to Alfredo Muccino, the Chief Creative Officer at Liquid. Alfredo worked closely with Z Lin, a Senior Designer at Liquid and created not one, but several versions of the poster, each showcasing a different technique - including digital printing, traditional lithography, silk-screening and a very unique technique using a metallic ink that changed colors...and simulated foil stamping.

Keynote Speaker: Alfredo Muccino, CCO, Liquid Agency

One of the highlights of our experience with PINC was that we were asked to give the keynote address for the show. The honor went to Alfredo Muccino, the Chief Creative Officer of Liquid Agency. Alfredo’s speech was titled “Give Print a Chance!”, and he spoke about the need to maintain a high quality of creativity, practice a spirit of collaboration, and embrace new technologies in order for the print industry to thrive in these times of radical change. The speech was very well received, and PINC (as well as Alfredo) received multiple emails offering great feedback. BTW: Alfredo also arranged for a number of “demonstrators” to march on stage chanting “Give Print a Chance!” during his speech in order to leverage the theme and make the message more memorable. The audience loved it!

The Showcase of Print Excellence.

One of the components of the PINC Show is the Showcase of Print Excellence. We designed a separate identity for this event - which is a way to celebrate the very best in printing from companies based in the Northern California region. San Francisco’s Golden Gate became the centerpiece for this identity.

The Showcase Awards.

Liquid also designed the awards that were handed out to the companies that demonstrated a higher standard of printing excellence. We designed the gold, silver and bronze certificates, as well as the Best of Show Award.