-
GO TAX FREE
THE VISION
Develop a brand and design system for a innovative new VAT experience.
VAT refunds in the UK have traditionally been a 100% paper-based process. This is time-consuming, complicated and - from a consumer satisfaction perspective - incredibly frustrating. Our challenge, in partnership with HMRC was to digitise the entire customer flow from spend to refund.
BRAND DEVELOPMENT
Go Tax Free was a revolutionary innovation in the UK VAT processing and refund ecosystem. Moving from a 100% paper-based process into a 100% digital experience required a full reimagine of all existing brand and identity assets. Three primary geographic customer groups were identified through consumer insight research - Chinese, Russian and Middle Eastern tourist groups.
Creatively, the brand identity for Go Tax Free was built around assumed and researched factors; colours, imagery, tone of voice.
THE DETAIL
