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2022.11
TAXBACK
텍스백
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CLIENT
(주)세무법인 프라이어
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INDUSTRY
Financial -
SERVICE
Creative Strategy ,
Branding(CI) ,
Verbal Identity ,
Web(UI)
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THE CLIENT
클라이언트
TaxBack is an IT-based total tax refund platform developed and operated by Prior, a tax company. It aims to provide a safe and simple, high-quality total tax refund service with the nation's best security system developed by Prior X. We embarked on a BI project for the IT-based total tax refund platform that enriches customers' lives by protecting their rights and interests.
TaxBack택스백은 세무 법인 Prior 프라이어가 자체 개발·운영하는 IT 토탈 세금 환급 플랫폼입니다. Prior X 프라이어 엑스가 자체 개발한 국내 최고 수준의 보안 시스템으로 안전하고 간편한 양질의 토탈 세금 환급 서비스를 제공하고자 합니다. 고객의 권익(가치) 보호를 통해 고객의 삶을 윤택하게 해주는 IT토탈 세금 환급 플랫폼 BI 프로젝트를 착수하였습니다.
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THE OBJECTIVE
목적
TaxBack wanted to develop a platform that provides total tax refund services starting with transfer income tax, mainly targeting people in their 40s and 60s who own multiple houses and, secondarily, their children in their 30s who give IT-based helpful information on behalf of their parents. We tried to give target customers a trustworthy image of a tax refund platform directly operated by Prior, a tax company, that provides a convenient customer experience by allowing customers to trust and easily go through the complex and more or less difficult various tax refund processes anytime, anywhere. YNL Design tried to establish the unique value of TaxBack, which enriches customers' lives by recovering customers' assets through a simple total tax refund service and building the brand's differentiated identity into an intuitive and trustworthy brand identity.
TaxBack 택스백은 다주택자인 40~60대를 메인 타겟층으로 생각하고 부모님을 대신하여 IT 기반의 유용한 정보들을 알려주는 30대 자녀들을 서브 타겟층으로 설정하여 양도 소득세를 시작으로 토탈 세금 환급 서비스를 제공하는 플랫폼을 개발하고자 하는 상황이었습니다. 복잡하고 다소 어려운 다양한 세금 환급 과정을 언제 어디서든 쉽게 믿고 사용할 수 있는 편리한 고객 경험과 세무법인 Prior 프라이어가 직접 운영하는 세금 환급 플랫폼으로써 신뢰감이 느껴지는 이미지를 타겟 고객층에게 전달하고 하였습니다. Ynl Design은 간편한 토탈 세금 환급 서비스로 고객의 자산을 되찾아 줌으로써 삶을 윤택하게 해주는 TaxBack만의 가치를 정립하고 브랜드만의 차별화된 정체성을 직관적이고 신뢰감이 느껴지는 Brand Identity로 구축하고자 하였습니다.
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THE SOLUTION
해결방안
The brand name, TaxBack, intuitively expresses the brand's identity, 'tax refund platform,' by simply combining the words Tax and Back [return, support]. The brand's slogan was developed with a confident and professional tone, 'Restore your Rights: We will recover your rights,' by embracing the values the brand pursues. In addition, the secondary slogan, 'Easy Step, High Return: We will recover your tax in a simple way,' tried to clearly convey the benefits it brings to customers. TaxBack's professionalism and trustworthy tax refund services are expressed in a transparent and solid boomerang (tax refund) symbol and graphic motif. It represents flexible and various customer experiences that can be felt in the digital environment through 3D implementation. In addition, we developed a future-oriented logotype with small points representing a smart customer experience enabled by the convergence of IT technology. The usability of a simple platform was represented with a minimalistic and elegant color scheme. To firmly establish TaxBack's distinctive brand identity, we developed transparent iconography that gives a strong sense of three-dimensionality, a Web Landing Page (UI & UX), and SNS templates with a consistent look.
브랜드 네이밍인 TaxBack[택스백]은 Tax[세금]와 Back[돌아오다, 도와준다]라는 쉬운 단어 조합으로 브랜드의 정체성인 ‘세금 환급 플랫폼’을 직관적으로 표현하였습니다. 브랜드 슬로건은 브랜드가 지향하는 가치를 담아 ‘Restore your Rights : 당신의 권리를 되찾아드립니다’라는 자신감 있고 프로페셔널한 어조로 개발하였습니다. 또한 세컨더리 슬로건은 ‘Easy Step, High Return : 간편한 방법으로 당신의 세금을 되찾아드립니다.’라는 고객에게 가져다주는 베네핏을 명료하게 전달하고자 하였습니다. TaxBack[택스백]의 전문성과 믿고 맡길 수 있는 세금 환급 서비스를 투명하고 견고한 재질의 부메랑(세금 환급) 심볼과 그래픽 모티브로 표현하고 3d 구현을 통해 디지털 환경에서 느낄 수 있는 유연하고 다채로운 고객 경험을 나타냈습니다. 또한 IT 기술의 융합으로 스마트한 고객경험을 스몰 포인트가 있는 미래지향적인 로고타입으로 개발하고 간편한 플랫폼의 사용성은 미니멀하고 세련된 컬러 스킴으로 구현하였습니다. 이러한 TaxBack[택스백]만의 차별성 있는 Brand Identity를 확고히 구축하고자 입체감이 돋보이는 투명 재질의 Iconography와 Web Landing Page(UI&UX), SNS 템플릿 등을 일관성 있는 룩으로 전개하였습니다.
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