The New Tax Guide
Turning a complicated tax conversation into a commercially relevant brand.
- Brand Strategy
- Book Identity
- Campaign Creative
- Meta Ads
- Sales Infrastructure
340+ Selar sales during the 30 days campaign period, with organic sales continuing after the advertising campaign ended.
A technical financial subject with no natural pull. The easy route was to ride the news cycle and sell outrage, which would have dated the book within weeks.
The brief was harder: make tax feel clear, relevant, and worth paying for, and build something that keeps selling after the ads stop.
We positioned the book as a tool, not a take. The reader is not looking for commentary; they are looking for a way to stop guessing.
That single decision governed everything downstream: cover language, creative angles, audience selection, and the promise the ads were allowed to make.
Book identity and cover system, campaign creative and advertising angles, managed Meta ad accounts, and a Selar sales funnel built so that traffic, offer, and checkout said the same thing.
Creative was produced in families rather than one-offs, so angles could be tested without diluting the brand.
340+ Selar sales during the campaign period, and organic sales that continued after paid distribution ended — the mark of positioning doing the work rather than spend.
The full visual breakdown for The New Tax Guide (identity, type, colour, and applications) is documented on Behance.
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