Helping a professional service brand to discover more


It’s easy to worry about how much tax you’re liable to pay on commercial property. Finding out if you’re paying over the odds or due a payback can be tricky. This is where the Capital Allowance Review Service (CARS) team becomes your hero as an established premium provider. The company specialise in recovering tax paid and reducing tax liabilities for taxpayers that have spent capital buying, building or improving commercial property. They also assist and protect property advisors against legislation for commercial property transactions.

Due to an upturn in clients and a subsequent move to larger premises, the time was right to refresh the brand by positioning and aligning it with current and future markets.


Brand Identity
Digital & Printed Marketing Assets


Revive the brand to match the company’s aspirations of growth and premium appeal by increasing target market visibility and reputation as a well-established company offering an excellent tax saving service.


A new logo, brand identity, and digital and print-based marketing materials that support CARS as the premier capital allowance review service that saves and claims back tax liabilities for their clients. A reliable brand identity that lives up to and is worthy of the superior experience provided by CARS.

The Logo:

The company’s approach ensured a claim was viable and the discovery of assets were liable. A sharp focus and targeted approach was developed and echoed in the design of the final logo – the reciprocating circles and the sharp angles in the ‘CA’ letters created a striking design that elevated the brand from its previous approach.

Old Logo:

New Logo:

The Strapline:

After reviewing the previous tagline “Look further, look deeper & find more” we realised that, although the sentiment was right, it was complicated and too long for memorability. We wanted the brand to instantly communicate the “We discover more” perception using a strapline that echoes and symbolises this USP.

Developing the Brand Identity:

We entered a round of discovery with the marketing team and quickly established the ideal clients and market position to aim for. We dug deep by researching existing clients and prospects and developing concepts and designs through stylescapes* to illustrate how the brand fits together. 

Damian really listened to our needs and created a sleek modern feel to our new branding. We have had lots of positive comments since we launched our new look and this has really helped us to continue to grow our brand awareness.
Chris Roberts – CARS Managing Director

The brand identity was easily adaptable across all digital and printed media forms to keep the marketing agile and up to date. This included promotional social media graphics and Word templates for proposals and case studies for the in-house team to use as and when required. The identity was adapted for use on the website and a brochure designed for print and online use to highlight CARS specialism as PEFFs (Property Embeded Fixtures and Fittings Specialists). The printed version would be used in client meetings and extended for use by collaborative advisors.

The Colour Palette:

Like what you see?

We’d love to see if we are a good fit for developing a thriving brand for you

Book a Discovery Call

Like what you see?

We’d love to see if we are a good fit for developing a thriving brand for you

Book a Discovery Call