The Client
Tallex is a capital allowances advisory founded by a chartered taxation surveyor and a chartered accountant, working with everyone from institutional property funds to owner managed businesses making their first enquiry.
The Challenge
The original identity was built quickly, in Tallex's earliest days, and hadn't kept pace with the business. The website compounded this, reading more like an educational resource than a professional firm's site, with a confused journey and no distinct tone of voice or personality. Tallex needed a brand that felt credible enough for sophisticated property investors, without losing the approachability that mattered to smaller, owner managed businesses.
The Process
The bigger idea came from how confusing capital allowances can feel from the outside. Some firms in the space seem to thrive on that lack of clarity. Tallex's whole approach is the opposite, a transparent, straightforward process clients can actually follow, so we built the identity around that same idea of order.
The wider competitive landscape backed this up. Most firms said a huge amount and showed very little, dense copy, cliché stock imagery of buildings, and brands that felt old fashioned and interchangeable. There was a clear opportunity for Tallex to feel more considered and premium by comparison.
The Solution
The identity translates that idea of order into a clean, uppercase word mark and a brand mark built from a grid system, the same graphic language that runs through every touchpoint, from signage to marketing materials to the website. It's versatile enough to carry Tallex at small scale as recognition grows.
A pared back, monochrome palette with a single orange accent gives the brand a confidence and restraint none of the competitors were using. The result is a brand that feels considered and high quality, a direct reflection of the level of service clients actually get.
