O2 Lab met with the client to collect information about Taxation’s background, history, purpose and services, and to talk about positioning, audience characteristics, objectives and goals. A communications audit was conducted to explore the various ways Taxation currently communicated with its members. Analyzing input from the client along with additional research, O2 Lab identified key attributes of value to the members and integrated them with the client’s central messages to determine the most effective positioning. A brand identity was developed to reflect that positioning with a bold brand mark and compelling design style. O2 Lab worked closely with the client in drafting a detailed graphic standards guide and scheduling a timeline to phase in the new look.