Get a tax and notary office. And make it different from all the others. Taxperience from Den Bosch has been ‘not so standard’ for years. The team at Capital Advertising gave them a corporate identity to match that look. With iconic figures, vibrant colours and a new pay-off.

Don't act standard. Set the standard.

Let's start with that new pay-off: Don't act standard. Set the standard. A combination of the previous slogan 'don't act standard' and Taxperience's ambition to do better than everyone else in the industry. In other words: to not conform to the standard, but to set a new standard itself.

Anyone who steps into Taxperience's office will see that this is not just a statement. It is a promise. With art on the wall, a statue of a monkey in the middle of the office and a team willing to always go the extra mile, the tax organisation shows that they are truly different from their competitors.

Abstract but recognisable

Taxperience's sparkling image was the inspiration for its new corporate identity. To develop it, the Capital Advertising team went in search of an image that says it all, but does so in an implicit and subtle way. This resulted in a concept in which core qualities of Taxperience - for example, innovation, creativity and commitment - are linked to iconic figures from world history.

Fifteen icons found their way to the drawing board. The aim was to make people recognisable, without using their portrait. We all know Albert Einstein's hair, Salvador Dali's moustache and Steve Jobs' turtleneck. These features are reflected in the colourful and abstract images, which implicitly tell everything about what Taxperience stands for.

In-house house style

The abstraction also allowed us to translate the images into other communication tools. They can now be found all over Taxperience's office: in the stairwell, on coasters and on folders. And on employees' business cards. Nice detail: they themselves could choose who they wanted on their cards. This way, everyone has a unique copy and, when meeting for the first time, they can immediately tell a story about the person they admire.

The icons also travel with us, and on recognisable trolleys. Handing them out still produced some healthy competition among employees. Some Taxperiencers were such big fans that they could hardly wait for the official distribution moment. We naturally hope that the icons will also bring inspiration on business (or holiday) trips.

Want to know more about this or is your own corporate identity in need of a creative refresh?

Get in touch with us.

Den Bosch

Het Zuiderkruis 23b
5215 MV ‘s-Hertogenbosch
+31(0)73 613 30 30


Barbara Strozzilaan 201
1083 HN Amsterdam
+31(0)20 760 48 10