LIBERTY SAFE

Overview

At Liberty Safe, I worked at the intersection of product, brand, and retail, leading creative initiatives that supported major product launches, national retail partnerships, and long-term brand repositioning.

My role focused on aligning creative output with measurable outcomes, while building internal systems that allowed the organization to scale quality, efficiency, and consistency across channels.

The Creative Challenge

Liberty Safe operated in a category historically defined by utility, masculinity, and tradition. As the company expanded its product offerings and retail presence, the challenge was to evolve the brand without losing credibility.

The work required balancing:

• Functional product education

• Retail performance and point-of-sale clarity

• Broader audience inclusion

• Creative efficiency at scale

Creative decisions had real downstream effects on manufacturing, retail adoption, and sales performance.

My Role

As Creative Project Manager, I led creative strategy and execution across video, photography, training, retail assets, and internal capability building.

I was responsible for:

• Product launch creative direction

• Video production and campaign execution

• Cross-functional collaboration with product, sales, and retail partners

• Training and upskilling internal teams

• Quality control and creative alignment

My role was not only to produce work, but to create systems that allowed good work to happen repeatedly.

Creative Approach

• Let product reality drive creative clarity

• Design for real-world retail environments

• Build internal creative capability, not dependency

• Align creative energy with measurable outcomes

My leadership philosophy emphasized collaboration with clear direction, creating space for creative contribution while maintaining accountability to results.

Selected Work

LP Safe Product Launch

Home Safe Campaign

The LP Safe launch represented a strategic shift for Liberty Safe: expanding the brand beyond traditional gun safes into the home security category.

The creative challenge was to design a product and campaign that worked for a broader audience, including households where a traditional “gun safe” aesthetic would be a barrier.

Key creative decisions included:

• Designing branding elements that worked for both right- and left-handed users by placing logos on both sides of the safe

• Featuring women prominently in home safe photography and video, a deliberate contrast to gun-safe advertising norms

• Creating launch assets that emphasized approachability without compromising perceived strength

The LP Safe became the company’s best-performing home safe by a significant margin, accounting for approximately 65% of high-end home safe sales. Its success contributed directly to Liberty Safe pivoting further into the home security category.