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Ravel transformed Tax Guru’s early website and brand foundation into a polished, multi-page digital experience. The project brought together brand development, UX/UI design, copywriting, and a suite of animated Guru characters for the website and advertising.
Tax Guru AI is an AI-powered tax research platform for Australian tax professionals, accounting firms and advisors. It helps users access reliable tax information faster while supporting the accuracy and confidence required in a high-trust industry.
Tax Guru came to Ravel with a strong product idea and an initial website, but the experience was not yet ready to properly introduce the platform. Most information sat on one long page, the structure was difficult to follow, and some links and interactions did not work as intended. The visual identity also needed more consistency and personality, while still feeling credible enough for an audience dealing with complex tax and compliance decisions.
Ravel’s in-house animation team first developed the Guru characters, logo icon, and supporting visual style, giving the brand a more distinctive personality and creative direction. From there, Ravel redesigned the website, expanded it into a clearer multi-page experience and rewrote the copy to explain the product more simply. The UX/UI, navigation and calls to action were refined throughout, creating a smoother journey towards booking a demo or subscribing while carrying the refreshed identity across the website and advertising.
