Summ

THE PROCESS

With new crypto tax regulations now in full effect in the USA, we met the moment with a complete overhaul. We identified the need to shift from the anxiety of being ‘caught out’ to the calm of being fully equipped. Our strategy turns crypto-chaos into confidence by creating a world of absolute order where precision pays off. We rebranded the business to Summ: a definitive source of truth, where knowing the sum of it all, provides the clarity to make smarter decisions.

Intuitive and absolute, the new name Summ reflects a cumulative effect where all assets, liabilities, taxes and risks are accounted for.

The visual and verbal identity presents a unique universe pairing an adventurous spirit with grounded resolve. We bypassed category clichés to create a brand language to speak across audience sectors from investors to accountants and talent, creating a brand world of ‘orderly wonder’ that is as distinctive as it is disciplined.

The brandmark – a precise arrangement of four customised plus signs symbolises a viewfinder – a lens to shift from the big picture down to a focus on the bottom line. The internal negative space created by the forms a nod to both blockchain and the mathematical symbol for proof.

We evolved the platform’s legacy purple into a dynamic new violet, supported by a nature-inspired palette and inscriptional lead typography that add warmth and gravitas to the digital environment.

At the heart of the expression is a dual-tiered illustration system. Macro landscapes capture an immersive, calming universe presenting the product’s panoramic breadth of visibility, while micro-metaphorical illustrations act as finds within these worlds representing specific product features and benefits with other-wordly wonder.

The verbal identity anchors the transformation: resolved, razor-sharp and wonderfully dry. By removing jargon and embracing straight-talking worldliness and calm confidence, the voice delivers the ultimate promise: the calm of knowing it’s all accounted for.

Where precision reigns, design is in the detail. The design system includes figurative chromatic linework which meticulously contains, connects and calls-out information. This is supported by glass-style treatments that present pictograms and stylised graphical explainers, capturing key product features and benefits through a lens of clear, calculated clarity.

Motion is central. Through fluid sequencing, we bring everything from product explainers to illustrations and linework to life. Glows, highlights, and movement natural to the forms tell a story – elevating the experience to emphasise quality and the distinct advantage of Summ’s capabilities.

THE OUTCOME

By becoming Summ, the brand successfully expands from a tax tool to a portfolio platform. The result is a bold and comprehensive system that shows up across every touchpoint, creating the presence required to command the future of the category.

THE BRIEF

Crypto Tax Calculator is a global SaaS accounting platform built on market-leading accuracy. However, its descriptive name was limiting; the product’s capabilities were outpacing its namesake. Beyond working out crypto tax obligations, the platform offers sophisticated crypto portfolio management, insights and a roadmap of further tools. The challenge was to expand from a seasonal tax utility to an always-on, category-defining accounting hub for the crypto ecosystem.

SERVICES

Brand Strategy, Naming, Logo, Brand Voice, Brand Identity, System Design, Illustration Suite, Template Design, Merchandise, Art Direction, Style Guide, Creative Direction

Illustrator: Nico H. Brausch

THE PROCESS

With new crypto tax regulations now in full effect in the USA, we met the moment with a complete overhaul. We identified the need to shift from the anxiety of being ‘caught out’ to the calm of being fully equipped. Our strategy turns crypto-chaos into confidence by creating a world of absolute order where precision pays off. We rebranded the business to Summ: a definitive source of truth, where knowing the sum of it all, provides the clarity to make smarter decisions.

Intuitive and absolute, the new name Summ reflects a cumulative effect where all assets, liabilities, taxes and risks are accounted for.

The visual and verbal identity presents a unique universe pairing an adventurous spirit with grounded resolve. We bypassed category clichés to create a brand language to speak across audience sectors from investors to accountants and talent, creating a brand world of ‘orderly wonder’ that is as distinctive as it is disciplined.

The brandmark – a precise arrangement of four customised plus signs symbolises a viewfinder – a lens to shift from the big picture down to a focus on the bottom line. The internal negative space created by the forms a nod to both blockchain and the mathematical symbol for proof.

We evolved the platform’s legacy purple into a dynamic new violet, supported by a nature-inspired palette and inscriptional lead typography that add warmth and gravitas to the digital environment.

At the heart of the expression is a dual-tiered illustration system. Macro landscapes capture an immersive, calming universe presenting the product’s panoramic breadth of visibility, while micro-metaphorical illustrations act as finds within these worlds representing specific product features and benefits with other-wordly wonder.

The verbal identity anchors the transformation: resolved, razor-sharp and wonderfully dry. By removing jargon and embracing straight-talking worldliness and calm confidence, the voice delivers the ultimate promise: the calm of knowing it’s all accounted for.

Where precision reigns, design is in the detail. The design system includes figurative chromatic linework which meticulously contains, connects and calls-out information. This is supported by glass-style treatments that present pictograms and stylised graphical explainers, capturing key product features and benefits through a lens of clear, calculated clarity.

Motion is central. Through fluid sequencing, we bring everything from product explainers to illustrations and linework to life. Glows, highlights, and movement natural to the forms tell a story – elevating the experience to emphasise quality and the distinct advantage of Summ’s capabilities.

THE OUTCOME

By becoming Summ, the brand successfully expands from a tax tool to a portfolio platform. The result is a bold and comprehensive system that shows up across every touchpoint, creating the presence required to command the future of the category.