Tax Notes
international, federal & STATE tax expertise
Clarity in a Complex Tax World
We helped Tax notes communicate that they don’t just report tax news, rather they solve a very real problem: helping professionals stay ahead of constant change. We created three one-minute videos, each tailored to a different pillar of Tax Notes' offering: state, federal, and international tax expertise. In a sea of information, we showed Tax Notes as the beacon.
Setting the Scene
Tax Notes is a trusted source of news, commentary, research, and analysis for U.S. tax professionals. They’ve built a reputation for helping experts navigate one of the most complex systems in the world: tax. They cover every corner of the tax landscape.
Their users are made up of professionals working under intense pressure. With rules and regulations in constant flux, clarity is rare and highly valued. Tax Notes offers a lifeline. Providing in-depth guidance that’s impartial, timely, and expertly informed.
The Turning Point
Despite their deep expertise, many professionals still don’t know that such a resource exists or how broad their coverage actually is. Tax Notes needed to change that. While they were already delivering valuable insight to subscribers, the broader market, especially those juggling multi-level tax systems, weren’t fully aware of the scope of what they offered.
Many professionals didn’t realise they could get state, federal, and international coverage in one place.
​This project was part of an effort to communicate their value more clearly and widely. They weren’t just reporting tax news, they were solving a very real problem: helping professionals stay ahead of constant change. The first video in the series would coincide with the launch of their international tax coverage at a live conference, making this a critical moment to get the message right.
The Process
They came to us with scripts in hand and a clear direction: tell the story of how Tax Notes helps professionals find clarity in a world of confusion.
One insight stood out: they’re proud of their print legacy. That became our design anchor.
We developed a visual language rooted in paper textures, grids, torn edges, and layered photography. This grounded the message in history while giving it a tactile, contemporary feel. We began with storyboarding, mapping out the narrative arc for three character-driven animations.
With sign-off secured, we built and rigged a set of versatile characters to be used across the series. Every animation decision was made to support the central aesthetic: a modern interpretation of the printed page. We ensured the animations were smooth without losing the charm of the paper-based design
The Solution
We created three one-minute videos, each tailored to a different pillar of Tax Notes' offering: state, federal, and international tax expertise. The videos were tightly aligned to voiceover narration, using character-based storytelling to illustrate a professional’s experience before and after discovering Tax Notes.
Each video served a distinct purpose while staying part of a cohesive series. The first video, Tax Notes International, was launched at an event, introducing their new global coverage to a live audience. The animations weren’t just informative; they gave Tax Notes a recognisable voice and style that echoed their legacy while looking forward.
Impact
The videos helped position Tax Notes not just as a publisher, but as a problem solver. Tax professionals were finally shown that a reliable solution exists. The messaging hit home: someone understands their struggle, and has built a resource just for them.
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For Tax Notes, this project wasn’t just about promotion. We helped them signal to their audience that clarity is possible, and they don’t have to navigate the tax world alone. In a sea of information, Tax Notes became the beacon.
We helped them show their audience that clarity is possible
