Situation: The National Association of Enrolled Agents (NAEA) represents more than 11,000 independent, licensed tax professionals called Enrolled Agents (EA). Recent changes to the preparer environment, however, were expected to have a profound affect on NAEA and its members. As such, the IRS asked NAEA if it wished to change its name and rebrand both the industry and the organization. Over the years, the organization had used many different logos and colors in the visual representation of the organization.

Project Overview: Avenue M conducted a consumer study to measure public perceptions, a membership study to measure member attitudes, wishes and concerns, and a competitive analysis to better understand the underlying forces that may have an impact on the organization and its members.

Outcome: At the conclusion of the project, we delivered a brand handbook including a new tagline, logo, color palette, typefaces, brand metaphor and guidelines and standards.