Liquid Images – AI image generator
Best of Best
Excellence in Brand Strategy and Creation
Brand Efficiency of the Year
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 became more important, Merck faced a brand strategic task: more images in less time, without the lost of design coherence and control. "Liquid Images" addresses this requirement with an internally embedded system that does not replace creative processes but opens them up in a structured way. Trained models, guided interfaces and functions such as "Magic Prompt" and "Magic Retouch" turn simple inputs into production-ready visuals aligned with the brand's visual language. What matters here is the combination of enablement and governance: employees without a design background can also create content, while brand anchors, approved styles and checking mechanisms safeguard the visual identity. From this precise interplay of brand management, design system and in-house execution emerges a tool that organises reach, speed and brand fidelity at the same time.
