Fairtax

As a highly specialized government funding firm, Fairtax stands out in their industry. They are mavens of grant funding, incentive applications and sales tax recovery for enterprise organizations. We worked with the partners to connect with their audience through their marketing, including an updated, fresh brand identity.

After a significant evolution through acquisition and organic growth, with an expanded market position, a growing team and big plans, they decided it was time to refresh their corporate image.

The process

As with many updates to existing identities, we needed to build on the brand equity Fairtax already had in the marketplace. The identity also had to age well as they pursue high-value relationships with some of the biggest brands in Canada. Research into a competitive landscape of multinational consulting firms helped the new identity stand apart while still fitting the industry.

The result

A maturation of the identity that aligns with their values of dedication, transparency and innovation. The simplified mark alludes to the recurring yet changing nature of government funding and their constant involvement through accounting and funding cycles. The simplified typography treats the name as a noun in its own right, a nod to services that have grown beyond tax recovery into full-scope funding consulting.