Branding Liberty Mutual’s Sponsorship of the US Olympic & Paralympics Teams

Ellen led Liberty’s internal creative team as they launched the company’s national sponsorship of Team USA. The branding, “Fire & Ice,” applied to summer and winter sports, representing the heat of the Olympic flame and the athletes’ competitiveness in all seasons.

An intricate graphic system with a photo library, including inspiring images of the sponsored athletes, was developed in short order. The creative team gained flexible assets for global, multimedia initiatives that highlighted the sponsorship.

Furthermore, the branding gave external creative agencies, including Hill Holliday and George P Johnson, a foundation for creating event material, online merchandising and sales and marketing promotions. The branding fulfilled Liberty’s goals and, most importantly, proved popular with athletes and audiences around the world.