Change Machine “Tax Truths” Campaign

Developed brand guidelines (logo, colors, fonts, imagery, illustrations, iconography), social media, video, and collateral for Change Machine’s “Tax Truths” campaign, a research initiative to advance a more equitable tax system by: exposing how the tax system actually functions in low-income communities; understanding how race and gender impact tax outcomes and financial security;  identifying how financial coaching can accelerate equitable tax outcomes; and exploring how financial technology can
aid the tax filing process.

Logo Exploratory
(click to view)

Two overlapping speech bubbles, one orange with white text reading 'Tax Truths' and one purple with white text reading 'Change Machine', on a dark background.

White Paper Exec Summary
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Cover page of a report titled 'Executive Summary Tax Truths.' It features photos of diverse people and includes a speech bubble with 'Tax Truths' and 'Change Machine' logo. The text discusses the need for a people-centered tax code to promote economic security and address systemic challenges.

Brand Guide
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A woman with curly hair reading a paper and using a calculator, with a campaign style guide slide that features graphics and logos for 'Tax Truths' and 'Change Machine'.

White Paper
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The image shows a purple background with orange text that reads 'Tax Truths.' Below that, white text explains the experiences of workers and families navigating the complex tax system and how to improve it. On the right, there are six photos of diverse people, including an elderly man, a woman and child using a tablet, a woman with dreadlocks, a man drinking coffee outdoors, a smiling couple, and a woman with curly hair and glasses, all representing different demographics and settings.
Collage of diverse individuals engaging in everyday activities, with a text overlay on a white background discussing lessons from talking to real tax filers.

Webinar Presentation
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Flyer
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A colorful infographic showing how to file income taxes online for free, highlighting options in different states. It includes a map of the United States with states color-coded for MyFreeTaxes and IRS Direct File Pilot, and details about services offered in each.

Social Media Carousels
and Video Vignettes
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Woman using a laptop with a mug on a desk, purple background with white text about 5 tax truths uncovered by Change Machine's research.
Cover page of a report titled 'How we can work together to enable a more equitable tax system? Actionable Tips from Change Machine's Tax Truths research,' featuring a diverse group of smiling people in various settings.

Additional Social Media

A young woman sitting on an orange couch, smiling while using a laptop, with sunlight coming through a window in a cozy living room. There is text on the image that asks if you used the IRS Direct File service to file taxes, with a call to action to interview you, and a small graphic that says Tax Truths.
A smiling man with dreadlocks in a light blue shirt, with a purple speech bubble containing a customer quote about FAIR Financial Solutions, and the Change Machine logo with the hashtag #TechForEquity on a gray background.
An infographic with orange, purple, and white background sections. The orange section states 'THOUSANDS of tax filers surveyed'; the next orange section states 'DOZENS interviewed to learn more about their experiences'; the purple section states 'ONE REPORT of our collective insights and recommendations to build a more equitable tax code'; at the bottom, there is a call to action in orange text 'DOWNLOAD AT: BIT.LY/TAXTRUTHS' along with a logo that says 'Tax Truths' and 'Change Machine'.
Collage of diverse people, including seniors, young adults, and children, smiling outdoors and indoors, with a text overlay about learning about taxpayers' experiences with the tax system and a link to download a report.
Poster promoting tax justice, featuring a book titled 'Tax Truths,' with images of diverse people, and text about building a people-centered tax system.
Cover of a report titled "Tax Truths" with images of diverse people, including a senior man, a family, a woman, and young adults, on the right side. The report discusses experiences of workers and families navigating the tax system.