Transforming from Liquid to Solid.

From Liquid to Solid


Alfredo Muccino started Liquid Agency with Scott Gardner in San Jose, CA in 2000. Shortly after launching their new company the “.com” bubble burst, and many of their clients went out of business. “It was not the best of times” says Alfredo Muccino, the former Chief Creative Officer of Liquid Agency. The two partners and a handful of others who were there from the start did not give up. Instead, they rolled up their sleeves and worked together, because failure was not an option. Despite the tough economic conditions they managed to survive and ultimately built what today is considered one of the most respected brand agencies in Silicon Valley. After 16 years providing creative leadership to Liquid, Alfredo Muccino has started a new firm, aptly called Solid Branding. Solid is a new generation brand agency operating out of New York and Silicon Valley.

“For the last few years I have wanted to focus on embracing new, more agile ways of working”
Alfredo Muccino, Founder of Solid Branding


“I am excited to explore a new model for brand agencies – what I call an “agile agency” model. At Solid, I can work collaboratively with our clients and provide leadership directly to the teams doing the work” says Alfredo. “As Liquid grew, my role became mostly managerial – and “managing” is just not what I like doing”. The business model for Solid Branding leverages a highly distributed global network of senior resources – the Solid Strategic Partner Network. Teams are assembled depending on the specific needs of the client and the expertise of the team members. According to Mr. Muccino, “This approach allows us to offer world-class, award-winning solutions without the burden of a large full-time staff, which often makes agencies less nimble and more expensive”.

Other Articles

This cannabis brand gets high marks for great design

This cannabis brand gets high marks for great design

Ted Holladay, our Strategic Partner / Director of Brand Design knows how to take branding to a higher level.

Read more
How Five Lakes got an award-winning brand make over

How Five Lakes got an award-winning brand make over

Take a peek behind the scenes at how Solid gave this fast growing services company a complete brand refresh.

Read more
San Jose Jazz will soon have a new website

San Jose Jazz will soon have a new website

Solid Branding has been working closely with the team at San Jose Jazz to deliver an improved website experience.

Read more
  • Want to build your brand value?

    We help companies define their positioning strategies, craft compelling brand storytelling, execute brand communications, and deliver public relations programs that build awareness, differentiation and preference. Let’s discuss your business objectives and see how we could help you achieve them.

  • Leave a Comment

    Your email address will not be published. Required fields are marked *

    This site uses Akismet to reduce spam. Learn how your comment data is processed.

    Scroll to Top

    Want to stand out
    from the rest?

    Launching a new brand or need a brand refresh? We can help you generate interest, establish differentiation and create preference over the alternatives. Submit this form, and we will get back to you to discuss your objectives.