Okay I have quite a bit to say so bare with me please.
With your motherboard I wouldn't purchase either. Both are at a price point that doesn't really offer that great of a product with Haswell. This isn't the normal deal from ASUS's ROG line however its a fact. Here is a link to top ROG board from ASUS this time around its not far off from the one you are looking at scratch a few features but essentially the same board.
http://overclock3d.net/reviews/cpu_mainboard/asus_maxim...
What I would suggest is something like the MSI Z87 GD65 its been highly recommended by quite a few people won awards at computex and is considered an amazing value given its price range, given its features, and given its aesthetics as well.
http://overclock3d.net/reviews/cpu_mainboard/msi_z87_gd...
http://www.newegg.com/Product/Product.aspx?Item=N82E168...
IF you are doing professional work I can see the justification for a i7 4770k however if you are not I would advise towards the 4670k. There just isn't enough distance between the two gaming wise to justify the additional cost you would put in towards that chip.
Memory wise I think you may be paying a premium for memory that may not be the best for you. Here is a 16 GB kit they have a 8 GB kit as well. What I like about the kit is that its fast enough anything really beyond 1600 mhz with Intel has diminished returns. Also, whats great about these modules is that they are lower profile then any other stick I've found they reach just above the 2nd latch pretty impressive if you ask me. If you are going for looks you can always go for the Corsair Dominator Platinum.
Crucial Ballistix Sport
http://www.newegg.com/Product/Product.aspx?Item=N82E168...
Corsair Dominator Platinum
http://www.newegg.com/Product/Product.aspx?Item=N82E168...
Now in regards to fans your and mine opinion may differ quite a bit but I'll give it my best. With fans I try to pick up premium fans. Meaning fans that perform not necessarily for looks or flashy lights which often times don't come with the same level of performance. If I were to go for lights I would do this. Since you are going water cooling I would get UV reactive tubing. I would use distilled water because its more pure then using the color solution that you can buy from the water cooling companies. And I would purchase Light strips.
http://us.ncix.com/products/?sku=66765&vpn=BFA-ACL-30RK...
Fans I would recommend to you.
RADIATOR/HEATSINK
Corsair SP120's for your radiator (very affordable come in a dual pack for the price of pretty much one Noctua fan) Available in Quiet and Performance packs I go with Quiet personally.
http://www.newegg.com/Product/ProductList.aspx?Submit=E...
Noctua NF-F12's for your radiator (expensive but worth it if you are willing to pay the premium)
http://www.newegg.com/Product/Product.aspx?Item=N82E168...
SILVERSTONE Air Penetrator AP121-L AP121-RL 120mm Red LED Case Fan (comes with the LED color you want as well as the performance)
http://www.newegg.com/Product/Product.aspx?Item=N82E168...
COUGAR 12CM Red LED Hydraulic (Liquid) Bearing Ultra Silent Fan 1200RPM, 64.4CFM, 16.6dBA
http://www.newegg.com/Product/Product.aspx?Item=N82E168...
CASE AIR FLOW:
Corsair AF120's, AF140's (The 120's come in a dual pack if you want however the 140's do not)
Noctua NF-S12A PWM 120mm Case Fan
COUGAR CF-V12H Vortex Hydro-Dynamic-Bearing (Fluid) 300,000 Hours 12CM Silent Cooling Fan
Graphic card wise I don't have an issue there I'd recommend EVGA only for the reason that you get that customer service and warranty from a company that excels at helping you out if something goes wrong with your card. If you go aftermarket cooling I would go with either ASUS with there DCUII cards or perhaps MSI when they release some of there more high end series lightning for example.