Liberate is a forty-strong collective of the UK’s finest cosmetic surgeons who aim to challenge historical preconceptions about their industry. It has always been surrounded by the issues of safety, quality, transparency, aftercare and the qualification of its practitioners. This new brand is challenging these issues head-on, by presenting a truly customer-focused service from the finest surgeons in the country.

Our robust brand strategy was produced via a programme of research and workshops, resulting with brand values of ‘exceptional’, ‘accomplished’, ‘responsible’ and ‘upfront’. These acted as the guiding principles by which the brand was developed.

The name, Liberate, is a response to the idea that, traditionally, customers have felt trapped by the limited information and options presented to them. It also reflects the positive effects of body change on their lives.

The strategy called for boldness and clarity. The identity is modern, strong and distinctive but maintains an appropriate level of sophistication; the language follows a straightforward and hard-hitting tone.

Through careful casting and art direction, we have given Liberate an original bank of images of the human form. They demonstrate a respect for the body and reassure customers that their surgery will be precise and the results natural – a stark contrast to the usual bikini clad models and surgeons in white coats.

Comprehensive guidelines were produced to help Liberate roll out their brand across all applications.