From cryptic currency to cryptocurrency
As cryptocurrencies surged, an accountancy firm specialising in tax services recognised a growing demand for crypto tax advice. With many new investors jumping into digital currencies, a significant knowledge gap emerged, particularly around the tax implications of cryptocurrency investments. This lack of understanding led to potential non-compliance with tax laws, exposing investors to legal and financial risks.
In response to this emerging need, we partnered with Arrive, which brought a strategy-led approach. Their research and insights into the crypto investor audience allowed us to clearly define the core challenge: how to educate this new demographic about the importance of tax compliance in the world of crypto, and how to do so in a way that felt approachable, modern, and relevant to their digital-first mindset.
- Visual Identity
- Tone of Voice
- Campaigns
Building on this strategy, we created a brand identity that communicated the importance of tax awareness and made tax compliance more engaging and accessible. We wanted to spark curiosity and encourage action, ensuring the brand resonated with an audience of younger, tech-savvy investors likely to have little prior knowledge of tax laws.
The visual identity was a pivotal part of our solution. We designed a flexible digital logotype, inspired by the blockchain technology that underpins cryptocurrencies. The logo was created in linear and block formats, allowing it to adapt seamlessly across various digital platforms and mediums. This flexibility gave the brand a modern, digital-first look, perfectly aligning with the cryptocurrency world while maintaining a professional edge.
Instead of relying on the typical corporate greys often seen in the accountancy sector, we chose a striking, vibrant RGB blue that evokes a sense of innovation, trust, and technology. This bold choice of colour set the brand apart and helped it feel more aligned with the digital nature of the digital world.
To further capture the attention of this dynamic audience, we layered punchy, attention-grabbing headlines with imagery and illustrations that conveyed a sense of playfulness, yet remained rooted in the brand’s core values of trust and expertise. The tone was confident but approachable, with a touch of playfulness to make the often dry subject of taxes more engaging.
The result was a bold and confident brand identity that captured the spirit of the cryptocurrency world while encouraging better tax awareness and compliance. This fresh, modern approach made crypto tax easier to digest and positioned the firm as the go-to expert for crypto investors seeking guidance in this complex area. By blending digital aesthetics, strategic thinking, and a user-centric approach, we helped the accountancy firm connect with this emerging audience meaningfully, sparking both interest and trust in the firm’s services.
