Liberty Power (identity development)
strategy, design and messaging applied to marketing collateral
Don’t pretend to blend. Whip-smart is way better then just plain reliable. Brand-new Liberty Power was determined to compete fiercely with established electric utilities. Concerned about being too new, initial branding emphasized reliability, but squandered their corporate personality to better blend with companies thought adequate at best. We introduced a gutsier—and more effective—brand that reflected the real work being done inside Liberty: “ building a new electricity order” with whip-smart analysts who play by only the necessary rules.