Services
Brand Strategy
Naming
Verbal Identity
Visual Identity
Motion Graphics
Website
Industry
Tax advisory and financial services
Date
2024
Location
+50%
increase in service prices with new positioning
+70%
increase in qualified leads after website launch
+100%
consistent digital presence across all platforms
About
Brij is a modern tax advisory firm specialising in seamless cross-border tax solutions between Canada and the U.S.
Led by Karlene, one of the few federally licensed experts in both countries, Brij makes complex tax processes simple for a high-quality, tech-savvy audience that values integrity, clarity, and expertise.
The Challenge
Expertise hidden by outdated branding
Taxes are tough. Cross-border taxes? Even tougher.
Karlene had the expertise and credibility, but her brand was holding her back:
A forgettable name and outdated logo
Visuals with no personality
Messaging buried in jargon
No consistent voice or online presence
Without change, she risked losing high-value clients to bigger, better-branded firms.
The Strategy
Turning complexity into confidence
Key insight: Brij’s audience doesn’t want to decode tax talk. They want clarity, confidence, and trust.
While competitors leaned stiff and transactional, we positioned Brij around human connection and seamless guidance. The brand needed to make cross-border tax not only understandable but empowering.
We anchored this in Karlene’s rare advantage as a dual-licensed expert in Canada and the U.S. and defined a personality that is unique, modern, innovative, and forward-thinking.
Values in action:
Integrity above all → transparent, jargon-free messaging
Bring your humanity to work → approachable tone and visuals
Make something better → innovative digital experience
Be a mini CEO → empowering clients with clarity and control
The result is a system that feels approachable yet premium, modern yet human, and clearly differentiated in a cold, corporate industry.
The Name
A modern promise of connection, transition, and support
We didn’t just find a name. We built one.
BRIJ:
⇢ A modern twist on “bridge” with a tech-savvy edge. Memorable, sleek, and simple.
⇢ It's a promise: We’ll get you to the other side, safely and seamlessly.
⇢ Speaks directly to Karlene’s role: guiding clients safely across complexity
Visual Identity
Unique, modern, innovative
I created a bold, tech-forward system that balances professionalism with warmth:
A sleek wordmark which transforms in motion symbolises transition
A confident palette of deep purples, greens, and neutrals for contrast and trust
Modern typography that feels premium yet approachable
Motion graphics that bring clarity and energy
Consistent system: templates, social assets, and a unified look across channels
The system extends seamlessly across print, digital, and social, ensuring consistency at every touchpoint.
The Website
From cluttered to clear and conversion-driven
We rebuilt Brij’s digital presence from the ground up:
Modern visuals & motion — sleek, confident, and approachable
Refined messaging — empathy + authority, not jargon
Clear navigation — tailored to individuals, businesses, and expats
Conversion-focused design — guiding users to book consults or take action
The new site positions Brij as a premium, trustworthy partner.
The Impact
⇢ 50% increase in service prices — Karlene now charges with confidence
⇢ Attracting high-end clients — ideal audience connects with the new brand
⇢ Consistent online presence — unified visuals and messaging across channels
⇢ Increased trust and credibility — clients reassured from the first touchpoint
