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A campaign that educates and convinces the broader public about the value of taxes.
The goal of our brand is to invite and entice our target audience into a conversation that educates and convinces them and the broader public about the value of taxes.
Communitarians are pro-tax and value community and collective investments. They believe government revenues are too low and prefer community investments over middle-class tax cuts. This segment is populist, knowledgeable about government budgets, and politically engaged. Demographically, they are liberal Democrats, predominantly female, highly educated, well-off, and white. Since they already support the cause, they can influence their peers and confidently express their opinions.
Inattentive Strivers are not focused on tax and budget issues but believe in investing for the future. They see taxes as contributions to society and a good economy for everyone. This group is the youngest, primarily people of color, high school educated, and of average income, aiming to join the middle class. They are motivated by investing in shared goals and future accomplishments. Communicators should emphasize the benefits of these investments to this group.
Struggling Populists share views with Communitarians but are economically struggling and sensitive to tax increases. They believe government revenues are too low and desire more community resources and government action. This group feels less knowledgeable about budgets and is less politically engaged. Demographically, they are younger, people of color, lower income, and have utilized government services. They want more resources but are wary of any potential tax hikes.
The Dutiful Discontented believe in citizen involvement in budgets and view tax dodging as unpatriotic. Despite their sense of duty, they are unhappy with taxes, feel their taxes are too high, and prefer middle-class tax cuts over increased investments. They perceive their tax dollars as wasted when problems arise. This group is older, working- and lower-class, of mixed race (mostly white), and likely to have received Social Security and Medicare benefits. They respond to messages about shared responsibility, patriotism, and fairness in tax responsibilities.
The Resentful Rich believe their taxes are too high and the poor don’t pay enough. They consider themselves knowledgeable about government budgets and are politically engaged. Demographically, they are conservative Republicans, older, well-off, white men. To influence this group, communicators should emphasize cleaning up the tax code for good governance, not for increasing resources.
EQUITY
Equal Sign
Gender Sign
People
Balance
PUBLIC WILL
Bigger Pie
Circle
Shared Meal
Talking
IMPROVE SOCIETY
Future
Optimism
Smiley Face
Glass of Water
CLEAN-UP
Broom
Trashcan
Waves
Hazmat
Our brand's goal is to engage and educate our target audience and the broader public about the value of taxes. The logo must complement this brand and work effectively across both print and digital materials.
Vision
Future
Action
Dynamic
Minimalistic (Contemporary)
Has a utility function that draws attention to the subject matter with the arrow.
Local
Together
Foundations
Cryptic
The cryptic image encourages a second read that is both a strength and a weakness.
Dynamic
Cyclical
Vision
Future
Minimalistic (Contemporary)
Has a utility function that draws attention to the subject matter with the arrow.
