Liquid Images – AI image generator
Gold
Excellence in Brand Strategy and Creation
Brand Digitalization
Details
Liquid Images is an innovative in-house AI image generation tool with trained models, workflows and an intuitive interface that streamlines creative work from first idea to final asset. It enables employees across disciplines to create high-quality, on-brand visuals for their specific needs, boosting productivity and creativity. Designers and non-experts alike can quickly produce compelling imagery for marketing and communication materials, supported by targeted enablement sessions. With “magic prompts” and automated brand compliance checks, the tool helps teams realize their creative visions efficiently.
The Jury‘s Statement
As visual communication has grown in importance, Merck faced the task of scaling image creation without diluting brand management. "Liquid Images" addresses this with an internally developed system that opens creative processes to specialist teams while setting clear guardrails. Refined prompts, automated brand compliance checks and targeted retouching ensure a consistent visual language beyond traditional design teams. The project gains its relevance from combining accessibility, governance and brand-appropriate visual quality in day-to-day use.
