Tax it Easy
PROJECT TYPE
Campaign
Creative Directiondjjek
Brand Identity
Campaign
Creative Directiondjjek
Brand Identity
YEARsfsfs
2026
2026
THE STORY
Many people earning outside traditional 9–5 roles don’t realise they need to file a Self Assessment. HMRC’s existing campaigns are often fragmented, making it unclear what applies or how to begin.
The goal is to design a communication system that makes self-assessment easier to recognise and act on, by improving visibility, structuring information clearly, and prompting timely action without losing credibility.
Many people earning outside traditional 9–5 roles don’t realise they need to file a Self Assessment. HMRC’s existing campaigns are often fragmented, making it unclear what applies or how to begin.
The goal is to design a communication system that makes self-assessment easier to recognise and act on, by improving visibility, structuring information clearly, and prompting timely action without losing credibility.
DESIGN DIRECTION
The campaign is structured to reflect when users are most likely to ignore or delay action. Instead of continuous messaging, communication is focused on moments of relevance. Scenario-based messaging helps users quickly recognise themselves in the content, making it feel directly relevant rather than abstract. From there, communication moves into practical detail, including deadlines, obligations, and clear starting points, reducing friction between understanding and action.
The campaign is structured to reflect when users are most likely to ignore or delay action. Instead of continuous messaging, communication is focused on moments of relevance. Scenario-based messaging helps users quickly recognise themselves in the content, making it feel directly relevant rather than abstract. From there, communication moves into practical detail, including deadlines, obligations, and clear starting points, reducing friction between understanding and action.
A direct, slightly cheeky tone runs across headlines to capture attention in busy environments, cut through the formality of tax communication, and make information feel more approachable while still being credible.
And a simple 2D mascot, inspired by a radio, acts as a consistent guide across touchpoints, humanising the process and reinforcing recognition.
The visual system builds on HMRC’s existing teal to retain familiarity and trust. It extends it with orange, white, and charcoal to introduce contrast and warmth, making the campaign more engaging and visible while maintaining institutional authority.
And a simple 2D mascot, inspired by a radio, acts as a consistent guide across touchpoints, humanising the process and reinforcing recognition.
The visual system builds on HMRC’s existing teal to retain familiarity and trust. It extends it with orange, white, and charcoal to introduce contrast and warmth, making the campaign more engaging and visible while maintaining institutional authority.
Out-of-home placements bring key messages into everyday spaces, using bold, direct headlines to surface moments where self-assessment becomes relevant. Positioned in high-traffic environments like tube stations and bus stops, the campaign allows real time recognition.
These moments are reinforced through social media, where content is structured around specific scenarios and next steps, turning initial awareness into something users can understand and act on.
These moments are reinforced through social media, where content is structured around specific scenarios and next steps, turning initial awareness into something users can understand and act on.