Liberty Costa Rica

One of Liberty Latin America’s objectives was to build a new commercial brand for the operation in Costa Rica, unifying two previously independent brands: Cabletica and Movistar.The brand needed to position itself as Costa Rica’s leading integrated communications provider, capturing the positive elements from Cabletica and Movistar’s legacy and projecting them into the future in order to compete in a different and relevant way.To achieve this, the goal was to create a brand that respected what Cabletica and Movistar had built, facilitating the transfer of equities to the new brand, while also exceeding expectations and clearly signaling that this marked a new chapter for the company, with a powerful verbal and visual identity.The company’s strategy aims to empower customers through the expression of what makes each person truly “themselves.” To do so, the focus was placed on joining forces and building community, enabling customers to access every possible option, so the new brand encourages them to decide what they want and how they want it at any given moment.The brand revolves around the idea of “our way.” This concept sits at the heart of the brand strategy and is reflected across the brand architecture, tone of voice, naming, and slogan. “Our way” conveys the idea that we always show up as we are and that we do things honestly and transparently. It means we are committed to doing things differently, in surprising and innovative ways, with the aim of inspiring the potential of our audiences. It speaks of dedication and effort in achieving our goals, but above all, it reminds us that we always work with the people around us in mind and with what is best for them at heart.The visual identity expresses a brand looking firmly toward the future, reflecting Costa Rica’s idiosyncrasy in an authentic, creative, and modern way. An identity conceived to embody the idea of “our way” and customer empowerment, expressed even in its very name: “Liberty.”All of this comes to life through a wordmark logo capable of conveying strength and trust to customers, while also behaving as a responsive logo that adapts naturally and consistently to different contexts, helping the brand communicate its core idea. A monogram version was also developed, specially designed to live and stand out in digital environments, at smaller sizes and resolutions.Ultimately, it is an extroverted, modern, and digital brand expression with the potential to become a benchmark within the sector.