Liberty Corporate Finance rebrand

Creating a new brand for Liberty that strikes the perfect balance between human and professional

Brand strategy, Brand identity, Digital design, Animation, Guidelines, roll-out

Challenge

Liberty are an independent corporate finance advisor who support management teams all over the world during private equity transactions. Using their wealth of experience gained over 15 years, Liberty expertly navigate, analyse, educate, advise, mediate and negotiate in order to get the best result. Relationships are key to Liberty’s success and it is their personal approach to understanding and advice that set them apart from the competition. In a sector that, by definition, feels corporate and impersonal, Liberty wanted a brand to reflect their warmer, more human approach.

+ Solution

A series of workshops and interviews with key partners and clients helped us understand the true importance of the relationships Liberty build. They are not as simple as client and advisor; they are unique and multifaceted. They flow seamlessly from listening and understanding to analysing and advising. They span education, navigation and negotiation. And they build trust and respect between the client and their investors. These insights led us to create a brand all about striking the perfect balance. A unique visual language was developed, centred around an elegant wordmark which can be broken down into individual shapes. These shapes are then stacked in a series of gravity defying compositions that represent the way Liberty skilfully balance results and relationships. The resulting identity feels professional yet approachable with a human tone that speaks of empathy and understanding as well as precision and results.