Liberty Speciality Markets is the division within the Liberty Mutual Group which provides specialist lines of insurance for business clients, predominantly through brokers and syndicates.  It is a highly competitive marketplace, making brand recognition and preference extremely important.  It is also essential to promote expertise across specialist sectors and lines – such as energy, infrastructure and cyber.

In 2027, the LSM name will be phased out in favour of the global Liberty brand. The LSM branding has, to date, predominantly used the colours navy blue and teal. The Liberty brand is yellow.  The 2026 campaign provides an opportunity to ‘seed’ the use of yellow as part of the brand’s transition, whilst showcasing the range and depth of LSM’s expertise.

Specialty insurance plays a critical role for clients, especially in times of volatility and rapid change.  Getting the right coverage enables investment, builds resilience and empowers growth. But the role of insurers is largely invisible. It is the steelwork, not the façade.  LSM is a leading provider of specialty insurance solutions. As such, LSM’s expert coverage deserves to be made visible.

The campaign communicates the brand’s unique value proposition.  As a mutual with no stockholders, Liberty can reinvest its capital into the business. Mutuality enables an absolute focus on clients, a long-term perspective, and empowered local decision-making.  For clients and broker partners, this means access to deep seams of specialist expertise and sustainable solutions to complex risks.  Hence the tagline “Liberty is here for you: today, tomorrow, together”.

The campaign dramatises LSM’s role as a provider of expert risk coverage by using a universal symbol of protection: the iconic yellow hi-vis vest. The vest signifies safety and allows for the introduction of yellow into the advertising.  And using a hi-vis vest - quite literally - to cover people, places and things, provides a set of arresting images which stand out dramatically from competitors.  

The eye-catching visuals are matched with straightforward copy which spells out the nature of LSM’s expertise.

We developed the campaign as a simple system which works across online and offline applications.  The Cyber strand of the campaign features on LinkedIn (static and motion), trade press, digital display, social, plus landing-page updates. The Infrastructure strand appears in OOH (airport, rail and city, including Waterloo), LinkedIn, digital display and event alignment for AIRMIC (Birmingham, June) and FERMA (Rotterdam, October), with imagery from data centres, oil & gas, solar farms and large construction projects. Strategic Business Lines: a localisable LinkedIn system of bold, animated, single-message executions per prioritised line.

The approved route gives LSM a distinctive creative platform that:

•     Brings the value proposition to life, reinforcing LSM’s positioning as an expert and long-term partner

•     Bridges the LSM-to-Liberty transition by utilising the colour yellow

•     Can be used across all lines of business and regions

Success will be tracked against prompted and unaided awareness, brand association with the value proposition pillars (responsive, dependable, collaborative); LinkedIn and display engagement; landing-page dwell; recognition at AIRMIC and FERMA; and qualitative feedback as part of annual key partner review meetings.