A Scalable B2B Rebrand Engineered for Growth
Liberty AV Solutions, a subsidiary of WESCO International, had grown into a comprehensive B2B Pro AV infrastructure company—and the moment called for a cleaner, more refined brand presence to reflect that position in the market. I was brought in to lead a full-scale rebrand spanning identity, product marketing, trade shows, video, and all digital and print touchpoints.
The strategic centerpiece was a company-wide modular brand design framework built to scale for all marketing collateral — adaptable across dozens of distributor brandings and hundreds of products while maintaining consistency and efficiency across every platform. This included a complete overhaul of product photography and a cohesive design system applied across all marketing channels.
Partnering with the VP of Marketing and in-house web developer, the rebrand culminated in a new e-commerce website that drove an immediate 300% increase in online sales.
Deliverables:
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Creative art direction
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Annual 254-page print catalog
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Quarterly 32-page product guides
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Product flyers and data sheets
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8-page brochures
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Product photography
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On-site warehouse facility photography
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Digital and website graphics
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Video production
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YouTube channel launch
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PowerPoint presentation decks
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Business cards and letterhead
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Packaging design
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Tradeshow booth design and build
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Website art direction
The new logo was supplied by Liberty's parent company, WESCO International. My task was to build a scalable brand around it to accommodate hundreds of products and dozens of distributors that had their own branding.
Digital and Print Marketing Collateral
A major part of the rebrand was redesigning 100's of collaterals and templates across all print and digital mediums.
I developed a visual system that could quickly and efficiently accommodate the many different distributed brands and products while retaining a cohesive overall look and feel for Liberty's company brand.
Product flyers
Packaging design
Quarterly 32-page product guides
Annual 254-page catalog
Annual 16-page brochure
Website Art Direction
As art director for the new website, I led the overall look, feel, and user experience in partnership with the web developer to create a cleaner and more customer-friendly UX experience. This included developing the visual design system and directing all product imagery.
BEFORE
AFTER
Product Photography
As part of the rebrand, I art directed and meticulously photographed 100's of AV products in macro detail,
achieving hero-quality pictures optimized for versatile use from catalogs and large-scale printing to e-commerce websites and digital graphics to showcase product quality at a level that supported both the brand elevation and the sales process.
BEFORE
AFTER
BEFORE
AFTER
Video Production
As part of the broader rebrand initiative, I identified video as an untapped channel the company had not yet considered. I proposed and built Liberty's YouTube presence, which gave Liberty a valuable customer resource that helped drive sales while leveraging YouTube and Google SEO to significantly increase organic discoverability.
End-to-end responsibilities included video production from planning and directing through editing, post-production, and publishing. Content was a strategic mix of in-depth product tutorials and showcases designed to educate customers and support the sales process.
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SHORT EXCERPTS FROM THE FULL 12-MINUTE TRAINING VIDEO
Cat6 Cable Termination: Tutorial Video Example
Short excerpts from an in-depth tutorial video featuring Liberty's lead product engineer that I produced from concept to delivery.
Deliverables:
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Creative Direction
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Pre-production video planning
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2-camera filming with wireless lavalier microphone
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Product photography for B-roll images
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Editing and motion graphics
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Postproduction
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YouTube publishing
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Print and digital marketing materials
Tradeshow Booth Planning, Design, and On-site Buildouts
Designing for the annual trade show events utilized my full skillset as a multimedia designer to build successful event spaces for Infocomm, CEDIA Expo, ISE International, and a variety of small roadshows.
For the booth construction, I sourced a reconfigurable truss system and finishing materials from manufacturers. I designed multiple print and digital collaterals and created video loops for the flat-screen displays.
Additionally, I custom-built product displays and assembled the entire structure on-site with the marketing team and company volunteers.
Hyperlapse video clips of the building process
3D design booth concept rendering
3D booth design concept rendering
Actual booth at tradeshow convention
Actual booth at tradeshow convention
For tradeshow each event I documented every aspect of the booth construction and created 20+ page manuals for each event with detailed color-coded instructions.
These manuals provided the team with clear instructions to ensure an efficient, streamlined building process.
