Susana’s mobile tax preparation and notary business has earned the trust of over 100 clients, and she envisions further growth to serve her community in McAllen, TX, and beyond. Seeking a refreshed logo and brand package, Susana aimed for an authentic representation of her professionalism and commitment to service. Throughout our creative direction process, the recurring themes of growth, security, and optimism inspired the development of a cohesive color palette. Vibrant greens symbolize dynamic growth and optimism, while teals and warm gold evoke feelings of peace, trust, and security—particularly significant in matters of finance. Taxes on Wheels distinguishes itself by offering convenient mobile services, elevating Susana’s offerings above her competition. Clients no longer endure hours of waiting in a tax preparation office; thus our imagery incorporates a steering wheel, symbolizing both Susana’s “on wheels” services and the journey towards a brighter financial horizon. The custom font in the logotype blends sans-serif types with slightly rounded corners, achieving a clean and modern aesthetic that complements the soft geometric shapes in the logomark. The center of the steering wheel strategically places the unique shape of the T, emphasizing the connection between the visual elements. The curve within the design imparts a sense of horizon and growth. The accompanying icons within the wheel convey Susana’s services to businesses and families. A growing bar graph, a document, and a notary seal sunburst creatively capture the essence of her work, aligning with the aspirations and feelings of financial security that Taxes on Wheels aims to provide.