Yet again, I’ve fallen foul of neglecting this here blog, but I guess as a 3rd year now that’s bound to happen. However, I don’t want to stop this thing entirely so I thought I’d give you all another update on one of my projects.
This was a self initiated project which brought my second year to a close. I decided to tackle the subject of tax, and more specifically, the negative image we have of our tax system. I aimed to change people’s perceptions of tax, highlight the benefits taxes bring to the community and generally make taxes more accessible and engaging.
To do this, I created the brand ‘Just Tax’ which would be an independent, but government funded, organisation which aims to break down tax into tangible amounts. I decided on the name ‘Just Tax’ as the word ‘Just’ can be interpreted to mean both ‘simple’ and ‘fair’ which really summed up my brand’s aims.
The brand is primarily a website, with the home screen showing a desk cluttered with various every day objects (click for a larger image):
Each of these objects has the same value (or near enough!) as the amount you spend on a particular sector, in taxes, each day:
For example, a person on the average UK salary gives £2.14 per day towards running the government. This is represented as a cup of coffee. They also give £1.01 towards education, this is shown with a pack of pencils.
Each object has some form of connection to the sector they represent, as well as being an object that could be on a desk, and bought regularly if not everyday.
As you hover over each object the relevant information appears to prevent the desk being too confusing and inaccessible, however there is an option to ‘See the Full Picture’ on each infographic:
When an object is clicked – In this case the coffee – it separates out into an infographic. Here, each component in the coffee represents a different sub-sector within Running the Government:
And, as with the homepage, as each element is hovered over more information will appear:
There is also the option to view the complete infographic, which shows how the size of each object is relevant to each sub-section:
Each of the objects on the home screen works in the same way. In this case the banana (representing the environment) is being hovered over:
If you are particularly interested in a sub-section within a category, such as waste, there is a further level to the site where it will direct you right to the source of where your money is spent:
This aims to humanise the tax system and hopes to show why the money is necessary. At this point you are given the option to visit the relevant government site for further information.
To advertise my brand I created a series of posters simply showing the correlation between money spent each day on a sector and the object it relates to. Objects such as the banana add an element of humour and interest and keeping the posters simple keeps the viewer’s attention firmly on the message:
I think these would be particularly effective as print adverts as the reader will have time to digest the message:
Hopefully that all makes sense but please feel free to ask any questions or give any feedback in the comments section below!