Case Study: PwC achieves a future-ready tax brand with Starfish

PWC transforms tax practice across 13 lines with Starfish

The customer, PwC, the world's largest tax and advisory firm, faced the challenge of revolutionizing its entire tax practice. Their goal was to streamline operations and develop new strengths to deliver better experiences for employees and clients. The challenge for vendor Starfish was to create a singular branding idea that would work across PwC's 13 distinct practices while also developing unique messaging for each service line.

Starfish developed a new positioning and identity for PwC's tax practice, encapsulated by the idea "Tax as you’ll know it, not as you knew it." This solution was inspired by the insight that the new era of tax would be led by tax technologists, aiming to capture the future state of tax with human-centricity and simplicity. The vendor also handled internal and client communications and web development to support the new brand.

PWC