Case Study
FlexTax Brand Identity & Web Design
Scope of Work
Logo Design / Business Collateral Design / Visual Identity Design / Web Design
Overview
FlexTax needed a complete brand presence that would differentiate them in Singapore’s financial services market—a sector where standing out is about as easy as filing taxes in a foreign language without professional help. After analysing their business model and target audience, we determined that a fresh, contemporary approach would help them connect with clients seeking a more personable but still professional tax experience.
Our comprehensive strategy involved developing a visual identity that communicated FlexTax’s core values of flexibility, expertise, and client-centred service. The logo design process focused on creating a mark that would be instantly recognisable while conveying professionalism. This visual foundation informed our website design, ensuring a cohesive brand experience from first impression to final conversion.
Process & Result
Through speaking to the founder and via our own research, we identified the perfect balance between professional authority and approachable service—because tax consultants should appear trustworthy without looking like they might bore you to tears at a dinner party.
For the logo, we experimented with various visual metaphors that could represent both flexibility and financial precision, eventually landing on a design that communicates these values more clearly than a well-formatted tax form.
Our design approach focused on creating clean, organised layouts that reflect the clarity FlexTax brings to complex tax matters. We developed a color palette and typography system that reinforces their brand personality—professional yet accessible, much like having a tax expert who explains things in plain language instead of quoting tax code sections at you.
Throughout the website design process, we maintained our high standards for both aesthetics and functionality, ensuring that the website performed flawlessly across all devices. After all, a tax consultancy’s website should be as reliable as their advice—no unexpected crashes or errors, unlike the Singapore tax portal during filing season.
The result was a comprehensive brand identity and website that perfectly positions FlexTax in the Singapore market. Their new visual presence communicates professionalism without stuffiness, expertise without intimidation, and approachability without sacrificing authority.
