Liquid Agency, the full-service brand, employee and customer experience agency, announced the addition of veteran creative director Justin Peters as their Chief Design Officer. Peters has worked across categories and cultures around the world for over two decades, including while serving as Executive Creative Director at two of New York’s renowned branding and design firms: Siegel+Gale and Carbone Smolan Agency.
In his new role, Peters will play an integral part in aligning the agency’s brand experience, employee experience, and customer experience work through the prism of inspired design thinking and execution.
“Over the years, I’ve had the privilege to work with a diverse number of clients, ranging literally from presidents to kings, media stars to starchitects, tech moguls to The Muppets,” Peters said. “That experience has given me a deep well of skills to draw upon when confronting the unique branding issues that companies of all shapes and sizes face. There’s an incredible opportunity here at Liquid Agency to dig deeper with both current and new clients to uncover the creative opportunities that will help us deliver to them even more value.”
While with Siegel+Gale, Peters led engagements for a range of international clients including Google, Motorola, Hewlett Packard, Intelsat, SAP, GE, Blue Origin, and the Center for World Culture in Saudi Arabia. Notable clients with Carbone Smolan include Boston Consulting Group, Tapestry, Dale Carnegie, The Chicago Symphony Orchestra, Sesame Workshop and The White House Millennium Council.
“We knew at the end of 2020, we needed to look for an established creative leader to foster and build a stronger design culture at the agency,” Scott Gardner, Liquid Agency CEO said. “After an exhaustive and thorough search we were delighted to align with Justin and have him join our executive team. He brings so many tangibles to the company and a number of unique intangibles that are an added bonus.”
Dennis Hahn, Liquid Agency’s Chief Strategy Officer adds,“The world of branding has changed substantially over the past 20 years since Liquid Agency’s founding. Brands are now experiential, spanning a broad range of touchpoints for both customers and employees. This demands that our design leadership be able to orchestrate a highly diverse creative team over multiple geographies to deliver powerful creative solutions for our clients that express our strategic intent. Justin has proven he can fit that bill.”
Peters, who holds a bachelor of fine arts degree from The University of the Arts in Philadelphia, and earned certificates from the Rhode Island School of Design and Parsons School of Design, says: “By encouraging curiosity in ourselves and our clients, and injecting more creativity into our process, together we can get to more unexpected solutions – brand building tools, systems, and support that move both people and the needle. I believe this is a real and unique opportunity for us and our clients.”
“Liquid Agency builds brands people believe in, and in the real world, seeing is believing,” Peters says. “It’s about bringing brilliant strategy to life in ways that connect with emotions, drive choice, and have measurable business impact. I see myself and my team as the translators of those strategies — we bring the show to our tell. And I don’t just mean sizzle — I mean substance, craft, and action.”
Liquid Agency is a full-service brand, employee and customer experience agency that fuels growth, creates value and captures ROI. The company got its start in Silicon Valley in 2001. Now they have offices in San Jose, Portland, New York and Santiago. By embracing their roots, they paired design thinking with a lean, startup mentality.