Over three weeks of open communication and collaboration with key stakeholders, we rebuilt TaxGift’s outdated brand into one that charities and schools could trust, and the public could love. We prioritised visually expressing TaxGift’s unique point of difference: enabling a charitable gift that keeps on giving.

With a unique balance of credible professionalism and warm personality, TaxGift’s modernised identity achieves our goal to position the brand as the country's preferred donation platform.

There are currently over one billion charitable donation tax rebates available to be claimed in New Zealand alone. With an opportunity like that, it was imperative that we reviewed marketing collateral and sought ways to improve the communication of what TaxGift had to offer.

With half of their service offering based in finance, we needed to maintain a sense of authority and trust. However, with the other half rooted in charity and compassion, championing their kind and playful persona was key to adding some disruptive flair.

While TaxGift is free to use, its' success relies entirely on donators opting in. However, naturally, charitable organisations are hesitant to over-engage their donors online; losing someone from a mailing list is potentially years of lost revenue.

We reimagined the donor onboarding process with the goal of creating a greater sense of confidence in TaxGift's service offering. While relatively simple in nature, this has helped to significantly improve donor opt-in.