Liberty Manufacturing
“We’re extremely happy with how everything came together. Huge thank you to Marketing Metal for helping us turn our vision into a brand that accurately represents who we are and what drives us everyday! And it’s only the beginning!”
Liberty Manufacturing started in a garage. Two brothers with backgrounds in engineering, large project management, machining, and military service, wanted to bring a new level of discipline, accountability, and drive to machining.
Within the first year, they had proven that they could sustain themselves through word of mouth, online marketplaces, and past relationships, but they had bigger ambitions.
When we met, the Lee brothers had recently expanded into a 4,000 sq foot commercial facility, invested in new machines and technology, and ultimately wanted to be able to provide meaningful work for more of their family and community–the true American dream.
But they knew this next phase would require more than referrals and relationship-less bids. They needed a more reliable way to attract the right kind of work.
The Challenge
Old website
At this stage of growth, the problem wasn’t whether Liberty could find enough work to build on. It was how they were being perceived and where opportunities were coming from.
Despite having a clear vision for the business and a disciplined way of operating, none of that was translating online. Their DIY website didn’t reflect the level of intention behind the company. The overlapping unreadable text, obvious stock photos, and an admittedly cheesy eagle logo that reminded us of the old Gargoyles cartoon (iykyk) made Liberty look anything but disciplined and accountable.
Even small details were working against them. Their formal headshots came across as stiff and impersonal, which didn’t match the grounded, approachable way they actually interact with customers. And as founders still in their 20s, Patrick and Keith were already navigating the added challenge of needing to establish credibility quickly in every new conversation.
Without a clear and accurate representation of how they operate, Liberty was often evaluated the same way as any other early-stage machine shop: risky. There was nothing signaling their emphasis on ownership, accountability, and long-term partnership. Nothing that would make the right customers want to give them a shot.
As a result:
They were taking whatever jobs they could find
They were competing on price for short term projects
They weren’t building a sustainable pipeline
They knew who they wanted to be and what type of work they wanted to attract, they just needed to communicate it publicly.
The Solution
We built Liberty a new brand that reflects their true personality: confident but not flashy, proud but humble, relationship-focused, disciplined, genuine, and values-driven. That started with positioning and messaging, then permeated through the visuals.
We refined their identity to feel more intentional and less decorative. The new logo keeps the spirit of American manufacturing, but expresses it with more restraint and structure. The color palette leans into dark tones and high contrast to signal seriousness, with pop-arty red and blue accents to hint at US-made pride and a youthful creativity and determination.
From there, we applied that same thinking across the website. We replaced stock imagery with real photography of the brothers at work. We kept the layouts simple and well-structured, making it easy to follow how Liberty thinks and communicates.
We also made sure the brand didn’t stop at the website.
The Lee brothers now have business cards, email signatures, and social media banners that create a cohesive experience across every touchpoint. They have Canva templates that will allow them to maintain that consistency as they create new content. And they now have simple, thoughtful swag items like stickers and hats that they’re excited to wear and share with customers and friends.
Everything works together as a system. Whether someone lands on the website, gets an email, or meets them in person, they get the same feeling: this is a team that operates with intention.
The Result
Liberty now shows up online with the same level of discipline and clarity that defines their work.
That consistency changes how they’re perceived from the start. Instead of being evaluated like any other startup shop, they present as a team that takes ownership, communicates directly, and follows through. The brand reinforces that before a conversation even begins.
Customers can quickly understand how they operate and what they value, which makes it easier to build trust and align on the right kind of work. Instead of competing on price for short-term projects, Liberty is positioned to attract customers who are looking for a reliable, long-term partner.
Just as importantly, the team now has the tools to carry that forward. The website, templates, and supporting materials give them a consistent way to show up across every interaction, without having to reinvent it each time.
They still have to earn the work, but they’re no longer having to overcome the DIY startup perception.
Ready to start magnetizing your people?
Schedule a quick 15-minute call with Emily HERE to figure it out. No sales pitch, no gimmicks, just a quick introduction to see how we jive.
Learn more about our Radical process HERE.
