When Liberty Diversified International (LDI)—a family of companies with roots in the corrugated fiberboard business—expanded and diversified into office furnishings, plastics and fiber recycling, its employer brand evolved. Shaker took a fresh look at LDI’s identity as a company and, more specifically, as an employer. The extensive discovery and conversations we conducted with employees and leaders across the companies drove the EVP and messaging—“Connect genuinely. Grow professionally. Care deeply.”—found on its career site and in employment communications that boast a contemporary, differentiating new look.