YesTax is a new kind of tax consultancy company that does things differently – by making a difference. The brand’s ethos is that tax shouldn’t just be about taking but giving, too. So, as well as providing specialist advice on corporate tax incentives, YesTax pledge to contribute towards charity projects around the world.
We were tasked to come up with a brand identity that personified YesTax’s unique position of a tax company like no other, in what is traditionally a very straight-laced sector. YesTax had to stand out loudly and proudly from the corporate crowd whilst at the same time convey all the levels of quality, expertise and trust required to be a successful financial services company.
Our brand identity and language had the intention to personify the upbeat, approachable and positive nature of the word ‘Yes’. We created a vibrant colour suite, organic and fluid design features and an enthusiastic, altruistic yet professional and highly knowledgeable tone of voice with a suite of creative headlines to support YesTax’s proposition. This was accompanied by a photographic style that emphasised the YesTax team's warm and accessible nature – a far cry from the usual stiff-looking ‘suits’ found on other FS websites.
All this was rolled out across digital, print literature and stationery.