The Challenger Index: New and Improved
The Rebrand Gets Rebranded.
Liquid Agency and Avasta co-produce The Challenger Index: a series of data-heavy consumer behavior reports that profile leading brands in their categories and the up-and-coming threats to those at the top.
Having completed an interim redesign of the report series before Liquid Agency completed their own rebrand, now that the new Chief Creative Officer Michael 'Howie" Howatson and senior designer Oscar Herrera solidified and rolled out a new look and feel for Liquid, it only made sense that I revisit the design of the Challenger Index.
One of Howie’s mottos is “remove to improve,” and that’s exactly what I did to the layout and design—stripping away the superfluous illustration, photography, textures, and patters, and really let the grid, type, and smart use of color do the heavy lifting.
I think the simplicity really works, and the resulting spreads speak for themselves. Having a strong brand system to work with makes all the difference in the world, and I have Howie and Oscar to thank for that!
