TaxGift is a digital platform that empowers those that donate to re-gift their donation tax credits back to New Zealand charities and schools—boosting their donation by up to 48%—at no cost to the donor. With a thriving model quickly gaining traction, TaxGift approached our studio to help reimagine their brand and elevate it to a standard reflective of their valuable work.

There are currently over one billion charitable donation tax rebates available to be claimed in New Zealand. With an opportunity like that, it was imperative that we crafted a brand identity professional and credible enough to appeal to large charitable organisations, while still letting the heart and soul of TaxGift shine. With half of their identity based in finance, we needed to maintain a sense of authority and trust. However, with the other half rooted in charity and compassion, championing their kind and playful persona was key to adding some disruptive flair. Overcoming the association with the IRD, or simply the word “tax”, was another immediate challenge; bringing TaxGift’s innovative and user-friendly nature to the forefront helped shake any preconceived ideas of a stuffy finance brand and brought focus back to their cause and core values.

During just three weeks of open communication and collaboration with various stakeholders, we rebuilt TaxGift’s outdated brand into one that charities and schools could trust, and the public could love. We prioritised visually expressing TaxGift’s unique point of difference: enabling a charitable gift that keeps on giving. The playful ribbon motif incorporated into the new emblem and design elements reinforces this concept and reminds donors of their ongoing generosity. With fun and friendliness accounted for, we chose to capitalise “Tax” and “Gift” to give the wordmark a greater sense of credibility. Creating a space for prospective donors to feel welcome, confident, and ultimately good about their actions shaped the key elements of the brand. Colours remained neutral and inviting; consisting of blues and purples to relay TaxGift’s values of trust, generosity, accessibility, and innovation. To add additional warmth and humanity, we opted for a photographic approach – a decision that also sets TaxGift apart from its competitors. The imagery focuses on families, children, and young couples to reflect those who will directly benefit from donations, further reminding donors of their selfless support and generosity. With a unique balance of credible professionalism and warm personality, TaxGift’s modernised identity achieves our goal to position the brand as the country's preferred donation platform.

Maintaining constant communication and collaboration kept us open for feedback as we developed the brand. This resulted in a compelling and differentiated experience that successfully captures the spirit of the brand. We couldn’t be more proud to see TaxGift take on their new identity with passion and purpose, without losing the spirit or energy that characterised its early years.

“We absolutely love the TaxGift rebrand that was created by Edition. We’ve had such fantastic feedback in the marketplace. I love the way the logo captures the warmth of our company with the heart, and the continued effects of gifting a tax rebate with the ribbon” - Hannah Andrews, Founder of TaxGift