The Tax Institute launches first brand campaign in 80 years, via SomeOne
For over 80 years, The Tax Institute has been a leading professional association and educator in tax, providing resources, professional development and networks, yet most of us have never heard of them. Now, it has launched its first-ever integrated brand campaign via brand agency SomeOne to try and change that.
The new copy-driven campaign aims to modernise the company, building awareness of the brand and leaning on the tagline – ‘You can’t talk tax without The Tax Institute’.
Head of marketing & customer experience at The Tax Institute, Tania Corvelo, said: “TTI [The Tax Institute] is at an organisational turning point.
“I’m extremely excited to bring the next generation of tax professionals into the fold and open up a multitude of conversations around tax. This campaign is the beginning of those conversations.”
SomeOne collaborated with strategic director Kate Leury Nielsen to pluck-out defining insights key to the needs and behaviours of The Tax Institute’s demographics. Intended to guide the organisation for many campaigns to come, the brand platform aims to come to life, with the company describing itself as the ‘everything tax’ institute.
The campaign’s bold, typographic work showcases how The Tax Institute is at the centre of the tax conversation, while also aiming to shift perceptions of what a career in tax looks like.
Creative director at SomeOne, Tom Dabner, said: “The theme of ‘talking tax’ is the golden thread that joins the campaign and becomes a voice for the industry.
“Language is the primary mechanic, pulling away from flashy graphics in favour of clear messaging and playing to the insight that our audiences respond better to the written word.”
Michelle Jin, lead designer of the project, added: “The concept is simple. It allows TTI to adapt their messaging, target specific audiences and react to topical issues as they arise.”
The campaign launched at the company’s Tax Summit in September, and is now in market across digital (including ads in the AFR and Accountants Daily) and film, with out-of-home advertising planned for the new year.
Credits:
The Tax Institute:
Tania Corvelo
Amanda Crowther
Lara Shaw
SomeOne:
Rebecca Bosustow, client services director
Tom Dabner, creative director
Michelle Jin, lead designer
Kate Leury Nielsen, strategic director
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