Mission and content of the market
Bruxelles Fiscalité (Brussels Region public service for tax) selected VO Citizen to help develop its new strategic positioning and its new brand image. The agency was also responsible for designing and producing an external communication campaign on tax reform, and for implementing an internal teasing communication campaign on the new branding.
Proposal of a simplified brand identity, by creating the ‘Brux’ and ‘Fix’ characters, to become the ambassadors of Bruxelles Fiscalité. Through dialogue between the two characters, VO Citizen creates an open and accessible positioning between this regional institution and its citizens. Fostering this new space for conversation is useful for communicating content that is fun and accessible. This promise is backed up by the baseline, ‘Chaque Bruxellois compte’ (Everyone in Brussels counts).