Known for decades as a maker of protective eyewear sold directly to eye care professionals, Liberty Sport was ready to reinvent itself. With a focus on consumers who obsess about performance sunglasses, Liberty Sport knew they not only had to evolve their products, but evolve their brand, too. We started with their brand identity.
The performance sunglass industry is huge and competitive with dominant brands like Oakley and Maui Jim. We saw an opening in the micro-specialized area of high-tech eye protection for diehard sports enthusiasts. Style is always important. But so are things like ventilation and protection from things like wind, dust, sweat, glare, and fog. The things that matter to a cyclist, climber, runner, hiker, or any other weekend warrior. This isn’t about making a fashion statement. It’s about making a performance statement.
With a new eCommerce site, we increased web visits by 20%. Retailers reported an increased awareness in Liberty Sport. This translated into retail locations embracing more in-store promotions, increasing Liberty Sport’s retail footprint. Liberty Sport also successfully expanded into Canada, giving a nod to marketing as a key factor.