Project
The Tax Institute
Role
Senior designer
Sector
Professional services
Category
Campaign
Established in 1943, The Tax Institute (TTI) is a leading tax authority in Australia, but its membership skews senior and growth had plateaued. To mark 80 years of industry leadership, TTI required a refreshed campaign. The challenge was to increase awareness, attract younger professionals, and reinforce their position as the definitive voice in tax.
The centre of the tax conversation
The Approach
The campaign was built around the proposition “You can’t talk tax without The Tax Institute”, positioning TTI as the central authority in every tax-related conversation. The creative system was designed to reinforce this dominance while creating cut-through in a traditionally conservative category through:
Developing a flexible messaging system that allows variation while consistently reinforcing TTI’s authority and presence
Introducing a bold, visually disruptive direction that challenges typical “corporate professional” industry aesthetics to increase memorability and relevance
Designing a multi-channel rollout strategy spanning social, digital, and live event environments, ensuring consistent narrative delivery across the campaign funnel
Directing a high-impact hype video for The Tax Summit, serving as a key moment of brand activation and audience engagement
My Role
I contributed to the development of the campaign identity and overall rollout strategy, helping shape the visual direction and messaging framework. I led the creation of key aspects of the system design and campaign guidelines, including copywriting, social content strategy and storyboarding and design direction for the hype video. This ensured consistency across outputs and alignment with the central campaign proposition throughout execution.
Details
Project
Impact
Strengthened TTI’s brand visibility through a unified, high-impact campaign presence across digital and event channels, resulting in 2.4 million impressions on paid advertising activity over 2 months
Repositioned the organisation’s tone of voice and visual identity to better engage younger professional audiences while maintaining authority
Enabled consistent campaign rollout across multiple platforms through a flexible messaging and design system with out-performing click-rate for ads featured on AFR which is well above average
Delivered a high-profile launch moment at The Tax Summit, reinforcing TTI’s leadership within the industry with 60% of people
watching the TVC to completion online
Studio
SomeOne Sydney
Creative Team
Creative Direction — Tom Dabner
Client Services — Rebecca Bosustow
Strategy — Kate Leury Nielson
Design — Michelle Jin, Tom Dabner
Motion — Ben Holden, Tom Dabner
Sound — Smith & Western