Taxbrella
A Netherlands based fintech company with a taxing brand issue
The Challenge:
Create a global tax brand for Americans abroad.
Blue Umbrella had built a trusted business helping international residents navigate the Dutch tax system. But both its name and BlueUmbrella.nl address were firmly anchored in the Netherlands. To expand its U.S. tax filing and compliance services, the company needed a new brand capable of reaching American expatriates wherever they lived. The name had to retain a connection to the established Blue Umbrella brand while providing a much larger platform for global growth.
The "Ah-ha" Moment:
Extend the umbrella to provide global tax coverage.
The strongest solution was already hiding within the existing brand. By combining “tax” with “umbrella,” we created Taxbrella—a modern portmanteau that preserved the familiar umbrella imagery while clearly defining the new division’s purpose. The name conveys protection, reassurance and broad coverage, helping Americans abroad weather the complexities of tax filing and compliance. Freed from the geographic limitations of BlueUmbrella.nl, Taxbrella gave the company a global identity and a larger platform for growth. It extended the reach of the business without leaving its brand heritage behind.
Scope of Work
Brand Discovery
Brand Name Criteria
Development of Naming Candidates
Creation of Tag Lines
Brand Messaging
Corporate Identity Design
Brand Style Guide
"Everything looks great! Thanks to everyone on the Tungsten team, you made this a smooth and successful process!"
