About Liberty

Liberty offers a full suite of payroll and HR services, including payroll and tax management, human capital management, time and attendance and talent management.

Liberty-Logo_NEW (ID 155200)

The Challenge

With no consistent brand message or logo and an overall brand image that was out of date, Liberty needed a complete brand overhaul. However in the absence of any real brand identity, Liberty first needed to understand how the firm was perceived, both internally by its employees, as well as externally by its clients and referral sources.

The Solution

To develop the brand, we surveyed Liberty’s employees, clients and business contacts on the criteria and core competencies that mattered most when selecting a payroll services company. We then asked them how well Liberty delivered on the same criteria and core competencies. Our research discovered that what was most important to clients was proactive, personalized and seamless client service; demonstrated expertise in tax compliance; and the security necessary to protect clients’ most critical data. In short what they wanted was a payroll and HR solutions provider committed to delivering complete peace of mind.


The Results

We built Liberty’s brand around the idea of peace of mind, a platform that allows Liberty the flexibility to address the various needs of its target audience without becoming pigeonholed in any one area (e.g., client service, timely service, quality work).

The Tagline

Peace of Mind—Delivered

  • Peace of Mind—Delivered to Clients
  • Peace of Mind—Delivered to Employees
  • Peace of Mind—Delivered to Referral Sources

The tag line is flexible to fit each individual’s needs and can be easily customized on the fly as appropriate, for example:

  • Clients – seek a payroll partner that delivers peace of mind in multiple areas (e.g., tax compliance expertise, security, dependability, service/support, human capital management).

  • Employees – seek peace of mind with regard to their career choice, and specifically in areas that include professional development and work environment.

  • Referrals Sources – seek peace of mind as it relates to building and nurturing a symbiotic relationship with Liberty—one that makes them look good for referring their most important relationships to Liberty, and gives them confidence that the gesture will be reciprocated as appropriate.

The Logo

The triangle icon, formed by connecting three “L’s”, serves as an element that is used to further emphasize and communicate Liberty’s commitment to its three key targets —its clients, employees and referral sources.

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