Declarando

Declarando is the tax advisory for freelancers who choose to take care of their money. Its value proposition is as ambitious as it is useful and necessary: they resolve doubts, save time, and foster professional independence so they stay current with tax obligations while nurturing their business.

We met Declarando at a pivotal moment for any company: they wanted to make one of those vertiginous leaps. Moving from service to brand. From logo to the imagination of freelancers. Our paths crossed because they needed to show their commitment to peace of mind, to pave the way for their clients. They wanted, ultimately, to make a declaration of intent through their corporate identity. And from Soluble we've worked hand in hand with them to develop a new Brand Strategy that allows them to connect with freelancers about the things that matter.

THE POWER TO BE… AN UNDISPUTED REFERENCE

We immersed ourselves in Declarando's reality to determine what they were, what they are, and what qualities we needed to amplify in the new identity. True to our philosophy: the power to be. We concluded that the freelancer/superhero cliché saturated almost all competitors, but Declarando's own personality carried with it a differentiating position, more real and inspiring: contextualizing the advantages of freelance life within the freelancer's actual reality. A lifestyle with freedoms, but also constraints. The Declarando team has been able to embrace that contradiction, their own contradiction, and use it as a lever for growth.

Precisely, freelance reality has received (and continues to receive) considerable attention from other companies, but not all freelancers connect with that reality generally associated with the creative sector. It was essential to care for the freelancer, whatever their industry, so their business shines brighter. "There are so many of them, and yet they seem invisible. They're unprotected," they told us during the research process.

REAL EMPOWERMENT

Declarando empathizes with freelancers' reality through their specialization, their sector knowledge. A contemporary solution with innovative and empowering tools. Real power that reflects in an energetic verbal identity, peer-to-peer and rhythmic. In gerund form. The verb 'clarifying' is essential in this narrative: we use it in highlights to explain technical terms and expand information. Because these experts don't operate in isolation: they want everything to be crystal clear.

TRANSPARENCY. FOCUS. DEFINITION

The magnifying glass is one of the key elements in this corporate identity. Because it puts focus on critical information and helps obtain more precise and transparent answers. To have a more defined future, you need to center on what matters.

We're also aware that being self-employed means traveling a path full of opportunities, but also uncertainty and complications. This is why including a magnifying glass in the corporate identity was so important. Declarando brings clarity to uncertainty and turns it into certainty. The future, blurry at first, transforms into a crystal-clear tomorrow.

DESKS. YES. BUT SO MUCH MORE

We insist: the difference between freelancer and self-employed has nuance. And the photographic style had to reflect it to embrace the engineer who set it up on her own or the craftsperson who just opened their workshop. We love the diversity of this sector and the idea that each self-employed person carves their own path. An undeniable reality.

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ILLUSTRATIONS OF PEOPLE. ILLUSTRATED SELF-EMPLOYED

We worked on an illustration style that showed people (what else are the self-employed?) interacting with Declarando's software. A useful tool becomes even more effective when the user is clear that it is.

PROACTIVITY AS THE THROUGH-LINE

We developed a proactive brand. A genuine statement of intent. The lens eliminates the flourishes. The messaging is clear and the verbs ambitious. Declarando takes care of freelancers filing their taxes, staying on top of the latest market developments, and much more. Freelancers focus on their business, because they've got enough on their plate.

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RESULTS

Declarando's new website, which includes this corporate identity, is now a reality. To this news we can add another exciting development: in early 2022 they were acquired by Visma, the Norwegian technology group. There are countless signs that they're building a path of success with firm footing. And we'll continue accompanying them. Soluble: building powerful brands, and that's no noun.