Libera
Libera
Turning brand values into a digital experience that connects people
Turning brand values into a digital experience that connects people
Turning brand values into a digital experience that connects people
Libera, a staffing and recruitment company within the Swedish logistics and manufacturing sector, had an outdated website that didn't reflect their unique brand values. It was failing to attract and serve its two key audiences: companies looking for skilled staff and talented people looking for jobs.
As the lead designer I was responsible for the entire design process, from the foundational brand strategy and identity to UX research, hi-fi UI design and testing of the new website. My approach was rooted in understanding the target audience, the business and the market.
The redesigned website now offers a clear, intuitive experience for both clients and candidates, and has already led to a significant increase in both company inquiries and job applications.
CLIENT
Libera
YEAR
2021, 2025
ROLE
Art Direction / Brand / UX & UI
ROLE
Art Direction / Brand / UX & UI
Crafting the Libera brand
Crafting the Libera brand
My partnership with Libera began back in 2021. They were a new company with a big mission: to challenge the old, impersonal way of doing recruiting and staffing.
Through several workshops, we landed on three core brand values: Enjoyable, Flexible, and Innovative. This wasn't just about finding people jobs; it was about creating "the most enjoyable way for companies to find the right staff." Libera's unique promise was to offer a personal, hands-on approach.
This strategy became the heart of the new visual identity. It gave them a strong foundation and a clear voice.
Getting the foundation right
Getting the foundation right
But while the brand was set, the simple website they launched with was only the beginning of their story. By 2025, it was clear their digital presence needed to catch up. The website felt impersonal and wasn't performing.
From the user research, we found three personas to focus on:
- The logistics operator: Someone who works hands on and wants a steady job where they're treated well.
- The supply chain specialist: Someone with a background in logistics who is looking for a good career move.
- The site manager (Enterprise and SME accounts): A manager at a big company who needs reliable staff and cares about results.
We knew the website had to balance a professional, results focused message for companies with a friendly, supportive message for job seekers. Making the website accessible and easy to use was a big part of it.
But while the brand was set, the simple website they launched with was only the beginning of their story. By 2025, it was clear their digital presence needed to catch up. The website felt impersonal and wasn't performing.
From the user research, we found three personas to focus on:
- The logistics operator: Someone who works hands on and wants a steady job where they're treated well.
- The supply chain specialist: Someone with a background in logistics who is looking for a good career move.
- The site manager (Enterprise and SME accounts): A manager at a big company who needs reliable staff and cares about results.
Building the site, step by step
Building the site, step by step
User flows & information architecture
We created ideal paths for both companies and job seekers. This shaped the structure of the site with two clear entry points, one for finding jobs and one for finding workers. We decided put the most focus on B2B lead optimization.
Wireframes
With the journeys mapped, I created wireframes that prioritized clarity and action. For companies, this meant visible calls to contact Libera. For job seekers, it meant easy access to open positions and a smooth application flow.
Hi-fi design
I translated Libera’s brand values and personality into a clean, accessible and trustworthy final UI design. Professional enough to win over companies, but friendly and welcoming enough to attract candidates.
Prototype and testing
To validate our work, I built a clickable Figma prototype and tested it with representatives from our user groups. Their feedback helped us remove confusion, simplify flows, and ensure the site worked seamlessly before development.
Hi-fi design
I translated Libera’s brand values and personality into a clean, accessible and trustworthy final UI design. Professional enough to win over companies, but friendly and welcoming enough to attract candidates.
Prototype and testing
To validate our work, I built a clickable Figma prototype and tested it with representatives from our user groups. Their feedback helped us remove confusion, simplify flows, and ensure the site worked seamlessly before development.
Results: higher engagement and more B2B leads
Results: increase in user engagement by 63 %
Results: higher engagement and more B2B leads
The new website captures what Libera stands for: enjoyable, personal, and genuinely invested in relationships.
It has already made a measurable impact. Companies find it easier to understand what Libera offers, and job seekers feel confident applying for roles. Most importantly, Libera is now receiving more inquiries from businesses and more applications from skilled candidates.
By focusing on the real needs of users, we turned the site into a trusted, business driving tool, one that strengthens Libera’s role as a valued partner in the logistics and production world.
The website has already made a measurable impact. Libera is now receiving more inquiries from businesses and more applications from skilled candidates.
By focusing on the real needs of users, we turned the site into a trusted, business driving tool, one that strengthens Libera’s role as a valued partner in the logistics and production world.
Mattias Kristensson
Mattias Kristensson
Mattias Kristensson
Senior Product & Brand Designer
Senior Product & Brand Designer