Project
The Tax Institute
Brand & acquisition
campaign
Established in 1943, The Tax Institute (TTI) is a leading tax forum in Australia, but its membership is skewed senior and growth had plateaued. To celebrate 80 years of industry impact, TTI needed a fresh, integrated campaign to boost awareness, attract younger professionals, and reinforce its position as the authoritative voice in tax.
The centre of the tax conversation
The campaign proposition, “You can’t talk tax without The Tax Institute”, positions TTI as the centre of the tax conversation. The campaign reinforces authority, drives awareness, and engages both existing and new audiences through:
Flexible messaging that allows infinite variations while keeping TTI front and centre
Bold, disruptive visuals that moves away from typical “suited professional” industry clichés, creating energy and memorability
Multi-platform integration including strategic funnel rollout across social media and a hype video which debuted at their largest annual event, The Tax Summit
Details
Project
My Role
I helped shape the campaign identity and rollout, developed guidelines, and contributed to copywriting and social strategy. I also led storyboarding and design direction for the hype video, ensuring visual consistency and alignment with the brand proposition.
Studio
SomeOne Sydney
Creative Team
Creative Direction — Tom Dabner
Client Services — Rebecca Bosustow
Design — Michelle Jin, Tom Dabner
Motion — Ben Holden, Tom Dabner
Sound — Smith & Western
Results
2.4 million impressions
on paid advertising activity over 2 months
Out-performing click-rate
for ads featured on AFR performed well above average
60% of people
watched the TVC to completion online