Tax + more = A fresh new brand


You’re already the high street’s top tax accountant, but you can offer so much more to your clients than simply helping them complete their yearly return. The question is: how do you let them know, without sacrificing the strong brand equity you’ve built over the years?

As TaxAssist Accountants looked to broaden their services, they asked us to help them create a refreshed, modernised brand that would help them move beyond traditional tax accountancy to grow their business across a wider range of service areas.

A refreshed, modernised brand that’s appealing to both businesses and individuals.

Clear messaging that highlights the wide range of services they offer.

A digital-first, elevated visual style that’s designed to support future growth.


What did the existing TaxAssist brand mean to people? What does it tell them about the services offered? And what elements should potentially change to support the business’s growth ambitions?

Our in-depth 360i approach helped us answer these questions through stakeholder workshops with internal marketing and leadership teams, focus groups and one-to-one interviews with existing franchisees, end customers and prospects.

Digital listening, a YouGov survey, and market and competitor research also helped us gain insights into our different audiences and the brand’s potential to connect with each one.


As part of the discovery process, we also considered new naming options for both the TaxAssist master brand and suite of potential sub-brands, as well as evolving the brand architecture (vision, mission, values, brand promise and positioning statement) to show a strong commitment to providing the resourcing and future investment needed to support their expanded offer.


Everything we learned from the research helped evolve the brand identity to help land their new positioning and highlight their key message: ‘We can do more for you’.

The well-established brand colours were retained but updated, while a new suite of complementary colours expanded the palette. This helped the brand feel fresher, work better in digital and adhere to important accessibility guidelines.

The main font was modernised and a unique ‘+’ brand identifier woven into the logo. This also works as a stand-alone icon, to highlight the ‘more for you’ proposition.

A signposting framework was created to highlight the wider products and services on offer and make it easier for clients to navigate to the right solution for their needs.

Finally, we tested the new look and feel with a prospect group from our initial research phase, to ensure that it landed well before we rolled out the new design.


The new design assets were shared with the client for their in-house design team to activate across channels.

“We have received comments from clients enquiring about services they were not aware we offered, which was one of the commercial outcomes we were aiming for. Thank you to you, and the creative team involved, for helping us get to this point and creating a brand our network, clients and future clients can be proud of.”

Kelly Chick - Head of Group Marketing

Kelly Chick

Head of Group Marketing


The new brand hit the high street on 21 March 2024, following an exclusive franchisee launch event at Silverstone. The client has been blown away by the response, having received a wide range of positive comments from franchisees, colleagues and clients.

The new brand has been described as “a very significant moment and a welcome refresh”, and “clever yet simple”. It also made franchisees “feel certain it will enhance our relationship with existing clients and potential new ones”.

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