NYC Free Tax Prep

The Challenge: Tax season has a way of arousing intense fear in New Yorkers. Visions of astronomical payments, confusing paperwork and skimpy refunds cause city-goers to put off the inevitable until the very last minute. Our task was to educate residents about NYC Free Tax Prep, a completely free service that helps New Yorkers prepare and file their returns with experienced tax pros.

Our Impact: We lightened the mood by balancing humorous images and punchy headlines with serious, professional branding. We showed New Yorkers that free filing doesn’t mean sacrificing accuracy, professionalism or quality — and maybe got a few laughs along the way.