Our Challenge

Libertas, a best-in-class, technology-driven specialty finance company providing funding solutions to small and medium-sized businesses, came to Bluetext to create a new brand, logo, messaging, website, and go-to-market campaign. The previous Libertas brand and website were outdated and not representative of the trusted, experienced market leaders they are. Libertas needed a memorable brand that told its story in a compelling way and an updated website that reflects the high-tech, high-touch partners they are for their clients.

Brand & Collateral

The founder had a clear vision and passion for what the Libertas brand should represent: the freedom to grow and thrive with flexible access to capital at the speed of business. Just as the Statue of Liberty represents freedom, opportunity, prosperity, and the American Dream, Libertas enables business funding dreams. To best convey this narrative, Bluetext created a custom-drawn Lady Liberty face and crown as the new logo and brand element. The elegant thin triangles seen throughout the brand system, pull from the shapes of the spikes from the Lady Liberty crown in the logo.

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Website Design

The new brand is boldly applied throughout the new website design, from seamless transitions leveraging the branded spikes, to the custom 3d Lady Liberty animation seen as the hero-zone backgrounds on some key landing pages. Between the slick, best-in-practice, responsive UX design and the consistent branding applied, the new website is intuitive, memorable, and leaves you wanting to Fund your Future with Libertas.

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