Creating a brand identity for NSW Government Revenue NSW - who collect state taxes. Admittedly, not the most popular role in NSW.
We created a unifying brand idea: An equals symbol. Its mathematical definition: the expressions on either side have the same value. Money collected, equals money spent, to create a fairer society, with well funded schools and hospitals. Considering both sides of the equation helps Revenue explain how they aim for a balanced approach to society.
The equals symbol comes to life in brand communication and marketing headlines: Something + something = a positive outcome.