A Scalable B2B Rebrand Engineered for Growth
Liberty AV Solutions, a subsidiary of WESCO International, grew into a comprehensive Pro AV infrastructure powerhouse. This transformation demanded a complete overhaul of their branding and multimedia marketing assets.
The challenge was to create a cohesive, repeatable, and efficient design system adaptable to dozens of distributer's branding and hundreds of products, from small connectors and bulk cable to large-scale networking devices and equipment racks.
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​To achieve this, I overhauled the product photography and developed strategic, modular brand design frameworks that allowed seamless integration of the new product images into branded assets, ensuring consistency and efficiency across both print and digital platforms.
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Partnering with the VP of Marketing and in-house web developer, a robust new e-commerce website was built with the new branding, which immediately increased sales by 400%
Deliverables:​
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Creative 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
Before
After
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.
Product Photography
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As part of the rebrand, I art directed and 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.​
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Additional images can be viewed here on my product photography page.
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Marketing Collateral
Product flyers
Package design
Annual 254-page catalog
Quarterly 32-page product guides
Annual 16-page brochure
SHORT EXCERPTS FROM THE FULL 12-MINUTE TRAINING VIDEO
Video Production Example
This in-depth tutorial video featuring Liberty's lead product engineer was one of dozens of videos that I produced from concept to delivery, from tutorials and product showcases to company culture and tradeshow coverage walk-throughs.
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​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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B-roll product photography
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Editing and motion graphics
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Postproduction
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YouTube publishing and
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Print and digital marketing materials
824K+ Views 6.7K+ Likes 439 Comments
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, 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 flatscreen 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 design booth concept rendering
Actual booth at tradeshow convention
Actual booth at tradeshow convention
For each event I documented every aspect of the booth construction and created a 20+ page manual with detailed color-coded instructions.
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These manuals provided the team with clear instructions to ensure an efficient, streamlined building process.
