Say hello to Liberty.

My first order of business when I started as VP of Marketing at Liberty Tax was to redefine the brand. The brand was old, fragmented and conveyed nothing but promotions. I went back to DNA of who they are, their name, their colors and the fact that there was one thing people knew of them – the people who dressed up in Statue of Liberty costumes standing on corners waving during tax season. It occurred to me that people wave for one of two reasons, to say hello or to say goodbye. We were a new company with new products and services so it was only fitting we welcomed people to say hello to Liberty. I enlisted my friends from CL&P to help me bring it to life.

Since the name of the company is Liberty it only made sense to salute those that defend liberty.

We launched the Say Hello campaign by saying hello to our armed forces.