Clarity Corporate Identity

Corporate identity for Clarity Taxation

Clarity Taxation & Business Services commissioned Bulldog Creatrix to mastermind their corporate identity when they launched their business in the Eastern suburbs of Melbourne.

Our challenge was avoid the boring, clinical look that people associate with the number crunchers that make up the majority of accountancy and taxation firms in the sector.

Our first task, as in any corporate identity, was to design the logo.  Clarity Tax is headed up by the vibrant, cheerful Rachelle Ford.  Anyone who has dealt with Rachelle will confirm her bright, happy-go-lucky attitude is one of the most endearing qualities you can find in the otherwise dreary world of accountancy!  We wanted to reflect that in her logo.  We chose a modern approach.  The logo reflects that with a mix of authority in the typeface with freehand ticks, finished off with an abstract 'smile' to convey Clarity's qualifications and cheerful demeanour.

The other outstanding factor, was Rachelle's choice of premises in Croydon North.  Melba Hall is an iconic heritage building in the area, opened in the 1920's by the local, national and international operatic superstar of her time, Dame Nellie Melba.

We reflected that in the choice of Heritage colours in her corporate identity and stationery and just could not resist the golden opportunity of designing a landmark billboard to be displayed on the verandah of the hall.  We created an Art Deco style promo poster which has become a well known feature in the area.

Finally, in order to spread their word, far and wide, Bulldog designed and built a website to reflect the corporate identity that we had established for the business and the attitude of Clarity Taxation.  Keen to avoid the stuffy, antiseptic image that accountancy can sometimes convey, and to keep away from common 'blocky' 'chunky', feel we took a light approach – template sites look so cheap and clumsy.  Their custom site is a 'brochure' style, with the aim of informing and encouraging customers to ask for more!  A quirky menu system and a few online calculators thrown in to help reinforce the approachable 'can do' attitude that IS Clarity Taxation.

Call us on 0423 521 932