RFTB created a website and e-commerce design that represented the Liberty brand. It was essential to continue the brand narrative on the site and keep it consistent with the key messaging pillars from before. RFTB was able to continue to move the needle forward with Liberty and continue to grow the brand awareness while staying true to their roots.
Give Them Liberty
Liberty Overalls is a true, all-American brand that was established over 100 years ago, and has since become known as the badge of American independence across the country. Liberty came to RFTB with a loyal following, but in need of a brand voice. Liberty is such a historic brand across the South, and RFTB had the opportunity to give them an online presence, something they had been missing for over 100 years.
The work we did for Liberty embodies the very essence of our agency’s strategy and mindset, and we had a blast getting to know just how much pride Liberty wearers take in their overalls while we were at it.
Branding
- Brand Positioning Statement
- Key Messaging
- Copywriting
Content Production
- Photography
- Videography
Interactive Development
- Website Design
- Social Media Design
- Email Design
Building a Narrative from the top down
RFTB started the project with only a logo from Liberty to work with. It was truly a blank slate so there was a need to get down to the roots of the brand and establish a clear identity and narrative for the iconic bibs. We went from nothing to building an entire narrative that embodied who they were as a brand, and what made them an American icon.
FREEDOM TO
NEVER CHANGE
PART OF THE TOOLKIT
SINCE 1912
WHEN YOU WEAR IT
YOU GET IT
PREV /
Establishing the Brand Voice
The RFTB team worked to create the brand voice of Liberty and bring it to life by identifying sources of truth. We broke down each target audience of Liberty, and how we could create messaging that spoke to each.
Keeping Liberty loyalists in mind, our top priority was always to be authentic. RFTB established truth, dependability and self-reliance as the pillars of the Liberty brand, which would guide the rest of the project. Liberty is about the freedom to be yourself and staying true to what you do - and that kind of authenticity is exactly what we delivered.
The Audience is the brand
Liberty wearers can see past today’s typical marketing speak. They want a brand they can identify with, made up of unapologetic and uncensored content. RFTB knew they wanted the people who wear Liberty to be the storytellers. Using user generated content (UGC) with real people doing real work in our campaigns created the authenticity we strived for like-minded bib wearers.
A site of their own
Capturing bibs in their natural habitat
Liberty challenged our creativity to stretch beyond the type photoshoots we had done in the past. We brought in our photography and videography capabilities to shoot Liberty in a raw and real way. We used a unique style in the shoots to communicate the brand narrative of an unfiltered authenticity. Liberty lovers like real, so that is exactly what we gave them.