Liberty Tax
Say hello to Liberty.
A full brand redesign for the 3rd-largest US tax-prep provider, 2,500+ offices and 1.6M clients across the US and Canada.
No one in America looks forward to doing their taxes. But if you’re a brand in the tax industry like Liberty Tax, you gotta find a way to show even though tax time isn’t very fun, there’s a brand ready to help.
At Cooper, Levy & Partners, Liberty Tax came to us looking for ways to bring new life into a brand that had become disconnected and a digital experience that was fragmented and lacking in customer experience.
We started by repositioning Liberty Tax around the idea of “Say hello to Liberty” to create a brand idea that could unlock the power of the innate name (liberty, after all, stands for freedom). We then set about building a modern looking offering that felt youthful, easy and smart.
Every touchpoint of the Liberty Tax brand got rebuilt from the ground up, in both countries. The new identity leans into the name itself, treating liberty as more than a word in a logo. New wordmark, new color discipline (a confident blue, a sharper red, an editorial use of stars and stripes that signals patriotism without ever tipping into kitsch), and a new typographic system that finally gives the brand the gravity its scale deserves.
The U.S. and Canadian websites were redesigned in parallel: a clean, mobile-first consumer experience built around the actual decisions people make at tax time, with a marketing site that supports the franchise system without burying the customer.
Annual reports, in-store materials, direct mail, OOH, transit, and digital advertising all carry one consistent voice now. Say hello to clarity. Say hello to more time. Say hello to $50. Say hello to your next move. Say hello to purpose. Say hello to easy.
Because liberty sits at the center of the name, we proposed a campaign idea that took the word seriously. “Say hello to liberty” honors the people who actively defend it: veterans, active service members, and the families who stand behind them.
Say hello to Liberty.
A full brand redesign for the 3rd-largest US tax-prep provider, 2,500+ offices and 1.6M clients across the US and Canada.
No one in America looks forward to doing their taxes. But if you’re a brand in the tax industry like Liberty Tax, you gotta find a way to show even though tax time isn’t very fun, there’s a brand ready to help. At Cooper, Levy & Partners, Liberty Tax came to us looking for ways to bring new life into a brand that had become disconnected and a digital experience that was fragmented and lacking in customer experience. We started by repositioning Liberty Tax around the idea of “Say hello to Liberty” to create a brand idea that could unlock the power of the innate name (liberty, after all, stands for freedom). We then set about building a modern looking offering that felt youthful, easy and smart.
Every touchpoint of the Liberty Tax brand got rebuilt from the ground up, in both countries. The new identity leans into the name itself, treating liberty as more than a word in a logo. New wordmark, new color discipline (a confident blue, a sharper red, an editorial use of stars and stripes that signals patriotism without ever tipping into kitsch), and a new typographic system that finally gives the brand the gravity its scale deserves. The U.S. and Canadian websites were redesigned in parallel: a clean, mobile-first consumer experience built around the actual decisions people make at tax time, with a marketing site that supports the franchise system without burying the customer. Annual reports, in-store materials, direct mail, OOH, transit, and digital advertising all carry one consistent voice now. Say hello to clarity. Say hello to more time. Say hello to $50. Say hello to your next move. Say hello to purpose. Say hello to easy.
Because liberty sits at the center of the name, we proposed a campaign idea that took the word seriously. “Say hello to liberty” honors the people who actively defend it: veterans, active service members, and the families who stand behind them.