The lack of an icon associated with the former TaxSlayer identity offered an opportunity to shift the brand via the development of this asset. The new icon embodies the personality of the company - innovative, tech-savvy, friendly and relevant.

The helmet concept came from the company's history and a simple fact: TaxSlayer's success depends on empowering customers. The helmet icon, central to the new identity, represents the TaxSlayers, the customers, who are not simply the borrowers of the sword and shield, but the foundation upon which the company is built. This idea of the users as the TaxSlayers, rather than the company's employees, shifted internal and external mindsets and focused culture around service and empowerment.

Creating custom typography in gapping the lowercase "a"s to harken back to the old word mark aim to bring forward both legacy and equity.

Strategically, it was important to incorporate an icon as the key brand element. The resulting mark was a nod to the medieval imagery of the brand's past. Within the knight's helmet, there is a subtle "T" to represent the company's name. A tech-centric horizontal lockup is our primary logo. Brand elements were created to support the new look and feel and modernize collateral and digital platforms.

Revealing the rebrand going into tax season energized employees and audiences. The new brand was pushed with digital takeovers, TV in key markets, national print publications, and an internal launch for employees supported by custom branded merchandise and a rally video. Sponsored athletes and sporting event centers also carried the new brand.

Internally, the rebrand was met with massive enthusiasm and stood as a platform from which TaxSlayer could align its employees around its mission. Introduced just over 5 months before the tax deadline, the rebrand and accompanying marketing push resulted in the following:

33.2% Increase in year over year unique visitors.

22.6% Increase in NEW e-files.

22% increase in brand awareness

36% increase in purchase intent

82% increase in brand interest

These results shattered the company's goals for their 2017-2018 tax season and have positioned the brand for continued success in the future.