My self-initiated brief was to change people’s perception of tax, highlight the benefits taxes bring to the community and make tax generally more accessible and engaging. I created the brand Just Tax, an independent but Government funded organisation which aims to break down tax into understandable, tangible amounts.
I chose the brand name ‘Just Tax’ as the word ‘just’ can be interpreted in two different ways, either meaning simple or fair – which together encompasses the brand’s aims.
The brand is primarily a website, on the homepage you are presented with a collection of objects. Each of these has a value relative to the amount you spend in taxes to a particular sector.
The brand is primarily a website, on the homepage you are presented with a collection of objects. Each of these has a value relative to the amount you spend in taxes to a particular sector.
For example, a person on the average UK salary gives £2.14 per day towards running the government. This is represented as a cup of coffee. They also give £1.01 towards education, this is shown with a pack of pencils.
Each object has some form of connection to the sector they represent, as well as being an object that may be on a desk, and bought regularly.
As you hover over each object the relevant information appears to prevent the desk being too confusing and inaccessible, however there is an option to 'See the Full Picture' on each infographic.
When an object is clicked – In this case the coffee – it separates out into an infographic. Here, each component in the coffee represents a different subsector within Running the Government.
As with the home page, as each element is hovered over more information is revealled.
There is also the option to view the complete infographic:
Each of the objects on the homescreen works in the same way, Here the banana is being hovered over:
If you are interested in one particular subjection, in this case waste, there is an additional level to the site, when it is clicked it will direct you right to the source of where your money is spent.
This humanises where the money is spent and why it is necessary. It also gives you the option to visit the relevant government site for further information.
To advertise my brand I created a series of posters simply showing the correlation between money spent each day on a sector and the object it relates to. Objects such as the banana add an element of humour and interest and keeping the posters simple keeps the viewer's attention firmly on the message.
I think these adverts would be particularly effective for print as the viewer would have time to read and digest the information.
