Work Liberty Tire Recycling

This continental leader in rubber tire recycling offered an unmatched scope of services, but hadn’t quite cracked the code to communicate that value. BrandExtract helped them tell the story of their brand and reposition the company as a leader in sustainability.

Recycling Revolutionaries

Liberty Tire Recycling was entering a new phase of growth after several acquisitions throughout the U.S. and Canada, but quickly realized that their brand’s story needed to solidify to communicate their vast value to new and existing markets alike. Enter BrandExtract.

Our team conducted a wide range of stakeholder interviews and concluded with a deep assessment of LTR’s brand to identify where it excels and how to best tell its brand narrative. We then used those findings to explore their sustainability story, name and identity, as well as develop a new website that displayed LTR’s vision and leadership in a sustainable circular economy.



Headquartered in Pittsburgh, PA
  • Tire Recycling
Services Offered
  • Strategy
  • Branding
  • Brand Launch
  • Digital

On a Roll

As the largest tire recycling network in North America, Liberty Tire Recycling was instrumental in building the end-of-life tire recycling industry. Their value proposition spanned every step of the supply chain from collection to recycling to reuse and repurposing. Now that they were expanding even further, it was time for them to claim that value and more clearly connect it to their brand.

Driving New Industries

The BrandExtract strategy team began conducting interviews with LTR leaders, employees and customers to identify strengths and opportunities for the brand. We found that the company’s unique expertise set them apart from competitors, and that while LTR’s national footprint was unmatched, key stakeholders didn’t fully understand the value created by its services. Additionally, their ability to innovate and develop new products and uses for the recycled material made them the premier partner in the industry. To address this, we began working on shifting the company’s position from recycler to circular-economy sustainability partner for their customers and industry.

Turning a New Leaf

With sustainability, innovation and expertise as guiding stars, we began refreshing Liberty Tire Recycling’s brand story to hone in on all the ways they catalyze their industry. It was important that the market recognized LTR as more than a tire collector and instead know it as a reliable sustainability leader that unlocks new markets through their wide scope of services and subject matter expertise.

We also worked closely with the company’s VP of Sustainability to establish LTR as an ESG thought leader and contributor. This involved recommendations that would align their ESG strategy with their corporate and brand strategy to more clearly define and communicate their role in a full-circle economy both internally as well as externally.

Screenshot of website showing portrait of Leigh Eastman

Rounding the Bend

Complete with a new website and a clarified brand position, Liberty Tire Recycling had finally claimed their stake as an industry powerhouse. The company continues to own their role in sustainability and innovate in their industry, creating a more circular economy that helps solve a vital environmental issue.

Results and Outcomes


Increase in website users


Increase in pageviews


web sessions in the first 30 days following launch

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