Say hello to liberty.
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. When we repositioned Liberty Tax around the idea of “Say hello to Liberty” we wanted to create a brand idea that could unlock the power of the innate name (freedom) as well as build 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. The creative is deliberately quiet. Direct portraits, real people, no manufactured swell. Veterans and service members looking straight into the camera against the stripes of the flag, with copy that earns the connection between civic service and personal financial agency without forcing it. And real rewards that actually honor those who defend this country. Liberty Tax's franchise network skews heavily toward veterans and military-family ownership, so the campaign isn't appropriating the audience. It's reflecting it. The work landed with both the franchisees and the customers it was made for.
The system was built to scale across every surface a customer encounters Liberty Tax on. Storefront signage and in-store displays for thousands of franchise locations across the U.S. and Canada. OOH and transit takeovers in the markets that matter most during tax season. A redesigned website experience optimized for the moment a person actually opens it (panicked, on their phone, three weeks before April 15). Direct mail, email, social, and digital advertising all carrying the same headline architecture. Say hello to fast, friendly help. Say hello to the biggest refund possible. Say hello to more of what you love. One brand, two countries, every channel, one voice.
