DALLAS – Sliquid has restructured and expanded its core staff to include new recruits in the art and finance departments. In addition, the company promoted veteran Colin Roy.

Roy, a fundamental part of the Sliquid team since the company’s inception, moved from creatives and operations to senior vice president and will take on upper-level direction and regulatory tasks including mainstream purchasing and legal-guideline compliance.

“Colin has been my ‘No. 2’ for a long time, and I’m proud to finally make it official,” founder Dean Elliott said. “There’s no one else I trust more to handle high-level operations. Colin has had his hand in almost every department at this company, and he holds unique experience and expertise that will come in very handy as senior VP.”

Industry ingénue Alex Guffey is the newly hired creative director. As part of his role, Guffey will marry his talent for comic-book-style graphics with the gritty realism of graffiti-like illustrations to bring to life Elliott’s latest venture, Mad Toto travel-friendly “getaway gear.”

“I knew Alex was a great fit when I saw the vibrancy of his portfolio,” Elliott said. “He can handle anything from print ads to full-blown storyboards and has a keen eye for how graphics can help create and promote a brand’s ‘personality’ — which is exactly what we need for the development of Mad Toto.

“Mad Toto’s protective cases have been performing incredibly well in select stores, and it’s time to give the brand a true identity that consumers can connect with, a task that Alex is more than qualified to undertake,” Elliott added.

Keeping the finance department flowing is Kris Klinko, a new recruit from the finance world. As director of finance, Klinko will handle anything and everything related to cash flow, bookkeeping and money management.

“As a successful small business, it’s essential that we have a strong foundation, and Kris provides trustworthy and reliable structure in our finance department,” Elliott said. “Her experience in the mainstream business world gives us the upper hand when handing large-scale and fast-moving accounts, and her talent has already proven invaluable in the few months she’s been on staff.”

For more information about the company and its products, visit Sliquid.com.

Image: from left, Alex Guffey, Colin Roy.