Elevation’s challenge in 2007 was to re-brand for minority audiences a small tax accounting business located in the Washington, D.C. area so that it could better compete with much larger companies such as H&R Block and Jackson Hewitt. The challenge included a strategic re-assessment of the current brand position, creating a new logo, developing a new slogan, revamping the website and crafting an ad campaign to drive traffic to various Global Tax locations.
The design solution was centered on “Making Taxes Fun” through an animation concept depicting Global Tax as the super hero who defends taxpayers against the IRS. The television spots and accompanying graphic tools more than achieved the company’s goals, leading to the opening of nine outlets in the Washington D.C. region. In 2008, the campaign was awarded the Advertising Age TV Gold Award during the 10th annual Hispanic Creative Advertising Awards.