Visual style
PaletteThe first colour is the primary.
Primary#0b4a5c
Colour 2#e74723
Colour 3#f8d5c7
Colour 4#f5f8f8
Typeface
Set aside 25%Inter Tight
Marks
On light
On dark
Voice and personality
Calm, plain, practical and a little dry. It reads like a friend who keeps the books, not an accountant selling fear or a fintech selling speed. When it teaches, it gives one step and one number, then stops. When it disagrees with common advice, it says so once, gives the reason, and does not scold.
Formality and address
Second person, with “you” as the freelancer and “we” only for EasyTax. Conversational, with contractions such as “you’re” and “it’s”.