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. 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. 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.