Liberty Marketing is one of the UK’s most respected digital marketing and performance agencies, working with challenger brands and household names. Liberty had outgrown its old brand and needed to establish a new, bolder, more ambitious voice. We delivered a new brand identity, positioning and language that embraces the agency name and clarifies its message.
What we did
Brand Strategy
Brand Identity
Brand Guidelines
Website Design Guidelines
Brand Experience
Project Goals
A clearer, bolder voice
Articulate a more mature and ambitious brand message that better suits the agency's stage of growth and target client base.
Elevate market position
Use the visual brand, messaging and Liberty’s high quality service to dominate the market and win more work from challenger brands.
Shirk industry shadiness
Create a deliberate brand position that opposes the mistrust, false promises and low quality service often found in the industry.
An internal design system
Develop a design system that the internal team could confidently own, manage and rollout across business and marketing comms.
Results
80% pitch win rate
Big increase in win rate, largely down to better brand positioning and more polished pitch
1,200% ROI on brand
New project wins as a direct result of the rebrand led to a huge ROI
Increase in engagement
Website engagement is up 41% and LinkedIn engagement up 120%
We knew Toward would push and challenge us. The partnership felt like a natural fit and one where we were in safe hands.
Gareth Morgan, Group CEO, Liberty
Embracing Liberty, Revealing Freedom
Since the early days of the agency, Liberty had made a conscious decision to avoid plays on its name. The team felt it was too obvious and purposely steered away from it. During our discovery workshops we found a consistent thread running through the DNA of the agency—a goal to rid the digital marketing world of bad practices, broken promises and missed targets.
This led us to the brand idea of ‘freedom from bullshit’. Directly linking to the meaning of Liberty— freedom, revolution, celebration and a force for good. Thinking about the word in a way the agency had never considered previously.
It’s common for brands to steer away from the obvious, but sometimes there’s a lot of power in connecting a name to a brand story audiences can relate to. Liberty is a prime example.
Tom Lloyd, Creative Director, Toward
Bolder Positioning
The foundation of the new Liberty brand is their positioning. What once was understated and quietly spoken, is now bolder, more ambitious and more assertive. The positioning statement is meticulously crafted with each word carefully considered to link directly to the overall strategy.
Supporting messages are based on real feedback from Liberty's clients about the challenges they face when dealing with digital marketing.
Flying a new flag
Inspired by the concept of freedom, revolution and celebration, and the new focus on emphasising the meaning of Liberty, we developed a logo based on the shape and movement of a flag. A mark that stands out in their market and has true meaning behind it. The logo intentionally moves upwards, depicting growth and improvement. Designed to be used both statically and in motion, the new logo is dynamic and varies with each application, creating intrigue while maintaining consistency.
Our goal was to create a symbol that brought to life the team’s energy and passion. A mark that serves as a visual battle cry for their stand against bullshit.
Nathan Miller, Senior Designer, Toward
This is a Rebirth, not a Rebrand. It feels like a good time to plant our flag and retake this space in the agency world.
Gareth Morgan, Group CEO, Liberty Marketing Group
Ready for what's next
One of the key objectives of the new brand that came out of our discovery process was the need for a brand that was easy to manage by the internal team. The marketing team within Liberty is small and very busy, so they needed a set of tools that could allow them to create marketing and documentation quickly without diluting the brand.
We supported the team in a number of ways—Canva, PowerPoint and Word templates helped the team have a strong foundation and starting point for any type of communications, while an online brand toolkit provided the files and guidance needed. We also provided training on how to use the new brand and supported the team in the first three months post launch.
Seeing the impact the rebrand has had is fantastic and we can wait to see the whole Liberty Marketing Group continue to grow.
A massive thank you to the team at Toward. You nailed the brief and you helped us answer a question we’d been struggling with for years – “what makes us different in a way that really matters to businesses?”
Gareth Morgan, Group CEO, Liberty Marketing Group
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