Carin recognized the need for more than just a logo but was reluctant to go through a rebrand since she wasn’t thrilled with the process the first time around. On our first call, I talked her through the process, the steps and how her new brand would be more evergreen because of the research and conceptualism that goes into creating a brand, rather than just a logo.

As a result of my extensive brand questionnaire, we realized there were aspects of her demographic that she could explore further, and it opened up a kind of word-web of ideas that could easily develop into her visual identity. One of those ideas was the concept of moving up and forward. I created bold height and direction with the initials and continued that visual direction with a series of textured arrows on her identity system. Tax Planning First now has a long-lasting, evergreen brand that speak successfully to large businesses and corporations.