NYC Free Tax Prep
Easing Tax Time Stress
NYC Free Tax Prep provides eligible New Yorkers with free, professional tax preparation services. DCF's challenge was to build awareness, establish trust, and create a distinctive brand that communicated the program's value. Our strategic direction focused on accessibility, credibility, and engagement, addressing misconceptions about free services while making tax preparation feel less intimidating.
MEDIA: Branding | TV/Video | Print | Digital | Social Media | Collateral
LANGUAGES: English | Spanish
The Challenge & Strategy
DCF developed a bold, approachable identity with vibrant colors, a distinctive logo, and a friendly, conversational voice. The resulting brand balanced professionalism with personality, using playful design and relatable messaging to make a traditionally stressful subject feel more accessible.
DCF established a cohesive visual and messaging approach across the brand's applications, including consistent use of the logo, typography, color, imagery, and graphic elements. These standards reinforced recognition while allowing the identity to remain flexible and engaging across different formats.
Brand Identity & Development
DCF extended the brand across video, print, digital and social advertising, and supporting collateral. Humor, relatable imagery, and memorable headlines brought the brand to life, creating a unified campaign that reinforced recognition, built trust, and encouraged New Yorkers to take advantage of free, professional tax preparation services.
Brand Guidelines & Standards
Integrated Campaign & Brand Rollout
