Taxnova

The identity is a flexible system that starts from the name Taxnova — carrying associations of stellar energy and the scale of space. It translates into a visual language that pairs clarity with depth and movement, while staying simple at its core.

The logo is based on expanding stars. It can also be read as arrows pointing inward — a sign of focus and attention to what matters — mirroring the product itself: it gathers data from different sources, structures it, and turns it into R&D tax claims.

Two typefaces carry the system. Agipo Bold Condensed brings strong, confident forms — set slightly tighter than designed to build density and bold, statement-like blocks that read as clear, direct and reliable. CoFo Sans Variable is a clean, highly readable sans for web and print, with enough weights to grow with the product.

The symbol isn't limited to the logo. It extends into the system as a supergraphic used across formats, and works as an app icon or website favicon. Expanding energy rays radiate from the typography into the surrounding space, and can also become background patterns.

A metaphor has to work across elements. The idea of expanding rays began in the typography, then extended to photography — so even images express the same idea as the rest of the system. The result is balanced and flexible: brand presence can be turned up or down while staying consistent, with the core decisions stable across environments. Different interpretations of the same metaphor create variety, held together by one palette, one typography and one system.

A brand system today needs motion to work across platforms, so I developed a set of animations for the product, the website and other digital contexts.

Generated 3D icons highlight key ideas, with photorealistic imagery where it sets the right tone. I created the 3D icon set with AI — through prompts, references and iterative refinement — then animated them with AI tools, reaching a level of complexity and speed that traditional 3D modelling would have made far slower.

The system adapts cleanly to web and mobile, reducing to smaller screens while staying clear. Even at an early stage, I explored how the identity could grow — designing conference badges that drew the client's reaction: "we'll have to grow into our own conference." It's a way to show belief in their trajectory and suggest what the brand could become.

For presentations and early-stage activities, I designed merchandise — tote bags and pins — for the client to share with the people and companies supporting them.