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During just three weeks of open communication and collaboration with various stakeholders, we rebuilt TaxGift’s outdated brand into one that charities and schools could trust, and the public could love.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...
Gold in Branding for Social Change 2022
Gold in Technology 2022
Jodie Kennedy, Ashley Keen, Scott Kennedy