Rebranding Modern Tax

When I stepped into Modern Tax, I saw a company with incredible expertise and results with a brand that wasn’t telling that story with the clarity or confidence it deserved. The work we do is sophisticated, strategic, and transformative, but visually the company looked disjointed from that ethos - and that disconnect was the opportunity.

I dug in head-first with the trust and support of our founders Stefan and Heath to gauge the competitive landscape, studied how enterprise-level decision makers talk and think, and asked the big questions.. What do we want people to feel the moment they land on our site? How do we show that we’re not just another compliance shop, but a strategic partner?

We moved toward a visual identity that is bold but refined with clean typography, confident spacing, and a minimalist palette that signals authority without pretension. The tone direction leaned on editorial inspiration (think old-school GQ; sharp, conversational, human) to give our voice a personality that resonates with CFOs, VPs of Finance, and Heads of Tax.

Every touchpoint was rethought: logo & visual identity stripped back to essentials, creating space for the fun, the website was reimagined to feel modern, elevated, and user-first, with messaging that’s as direct as it is intelligent, brand voice & tone shifted from transactional to strategic, blending polish with a human edge, collateral + campaign materials et. al cohesive, versatile assets designed to flex across digital, print, and event spaces.

The result is a brand that finally reflects the company’s expertise- modern, strategic, and unmistakably the best. It’s not just a new look.. it’s a story our clients and prospects can immediately recognize themselves as a part of.

How do you humanize a Business Personal Property and Real Property Tax firm? Let me show you