When Taxly first approached us, they had nothing but a name, an idea and a determination to disrupt the industry in the same way Lemonade had for insurance, and Monzo had for banking.
When we began creating the experience, we quickly realised that no matter how much we simplified the process, there is little way to get around the fact that – simply put – there is nothing fun about tax.
What we identified was that characterisation would not only meet the ambitions of Taxly's investors but that we had an opportunity to create a voice that could join the customer on their journey, a voice that also recognised that tax sucks.
Taxly strongly believes that Climate Change is the most pressing issue of our time. In its current form, industry grows at the expense of the planet. For every donation made by the customers, Taxly will donate the same amount to an enviromental charity. The language used on social channels and in the press will be strongly focused on the role that Taxly takes in saving the planet.
After quite a bit of exploration, one of our team came out with a quote from Orson Wells referencing, a) the Swiss and b) a cuckoo clock. Working with a scriptwriter we began to flesh out Roger ‘The Tax Boss’ – a sardonic, almost sarcastic, Hank Moody type cuckoo that would guide you through your tax submission.