The client and their needs

Nearly a century after its creation, the Institut des Avocats Conseils Fiscaux (Institute of Tax Lawyers) is the association with the largest number of tax lawyers. It plays a key role in training, knowledge transfer, and representing tax lawyers in France. Despite the richness of its activities and the recognized quality of its members, the Institute suffered from an image that was perceived as institutional and unclear, particularly among younger generations, and from communication materials that were insufficiently aligned with its actual level of expertise, its dynamism, and its strategic role with public authorities. The challenge was therefore to modernize the IACF’s image without denying its heritage, while clarifying its positioning, missions, and added value in an increasingly complex and competitive legal and tax environment.

Our creative approach

We supported the IACF in a comprehensive overhaul of its brand strategy, visual identity, and website, starting from its core values: excellence, sharing, and reflection. The work focused on clarifying the message, structuring key messages, and creating a more contemporary graphic universe capable of embodying rigor and technical expertise, as well as sharing and openness to dialogue. The logo symbol, used throughout, is inspired by the rows of seats at conferences hosted by the IACF and the metaphor of the agora.

The new visual system, designed to be modular and scalable, enables the Institute to deploy consistent communication across all its media (stationery, website), while highlighting the richness of its content and the diversity of its activities (commissions, conferences, regional meetings). The shades of blue help maintain a serious and reassuring image, while adding a touch of modernity and dynamism.

The result

A stronger, clearer, and more up-to-date brand image, in line with the IACF’s central role in the French tax ecosystem. The new website allows the Institute to assert its position as a key player, better unite its members, facilitate access to its content, and support its future development, while respecting the DNA and history of this leading institution.