100% Match?: Converging Tax Universes

The Match Percentage

As a freelance designer in Ferrol, Galicia, while searching for clear tax solutions for the self‑employed, I discovered Taxfix and Declarando almost in parallel.

What began as a practical investigation turned into a striking finding: two European rebrands, developed in different contexts, yet sharing a surprisingly strong visual and conceptual overlap. A 100% coincidence—or the logical result of shared trends and deep research?

Taxfix, rebranded in 2024 by Kallan & Co according to their official publication, and Declarando, redesigned around 2022 by Soluble Studio, orbit around the same axes: geometric minimalism, empowering greens, clear financial symbols, and a deeply human narrative. Two parallel universes aligned by the same creative gravity.

This text connects both processes, integrates my personal discovery as both user and designer, and leaves room for future first‑hand insights from the studios, with the aim of extracting real lessons for designers working in saturated markets.

Personal origins: from a real need to a visual discovery

From my studio in Ferrol, shaped by the Galician tax reality, Taxfix made the first impact. Its historic % symbol evolves into a more mature form supported by ABC Dinamo’s ROM typeface, conveying approachability and expertise. The identity expands its original green into a flexible palette—relaxed lilac, warm gold, and euro‑inspired blue—reinforcing its ambition for global financial accessibility under the mantra “Fix finance for all.”

As Claire Davidson, VP of Brand, states on the rebrand page, the change aims to transform how people emotionally relate to their finances.

Shortly after, Declarando appeared, especially relevant within the Spanish context. Its identity is built around the idea of a declaration of intent: supporting freelancers in the constant tension between uncertainty and control. The minimalist magnifying glass becomes the central symbol that focuses, organizes, and brings clarity, as explained by Soluble Studio in their case study. In both cases, the starting point is the same: overwhelmed, confused users in need of human guidance.

Creative processes: different paths, shared values

In the Taxfix rebrand, Kallan & Co develops an integrated system that unites product, communication, and marketing. They combine AI with human‑level art direction, grainy‑textured 3D illustrations to soften abstraction, and proprietary financial symbols—such as the distorted €—that differentiate the brand within a highly competitive fintech ecosystem. The entire system is validated through qualitative user testing to balance technical rigor with accessibility.

Meanwhile, Soluble Studio approaches Declarando through the figure of the “invisible” freelancer. The gerund‑based verbal tone (declaring, organizing, clarifying) reinforces action and continuous support. Photographs of real workspaces—cafés, workshops, studios—and illustrations of people interacting with the platform build a narrative of transparency, calm, and emotional control.

Space for Kallan & Co insights: What was the challenge of updating such a strong symbol as the % without losing its legacy, especially when thinking about European freelancers?

Visual similarities: convergence rather than imitation

From my perspective as a freelancer, the similarities are clear: the use of green as a color of trust, strong and memorable symbols (magnifying glass vs. %), accessible illustrations that humanize technology, and a narrative that transforms tax anxiety into a sense of control.

Fresh palettes, careful legibility, and a warm tone reflect the European fintech zeitgeist of 2022–2024: post‑pandemic simplicity, inclusion, and scalable visual systems across app and web. This is not about copying, but about logical convergence in response to shared problems.

Space for Soluble Studio insights: How did the magnifying glass emerge as the central symbol, and did you notice parallels with other European rebrands?

Strategic takeaways for designers

This near‑perfect coincidence leaves clear lessons: research beyond local markets, build proprietary symbols with real meaning, validate decisions with users, and differentiate not only visually, but through voice and narrative.

For freelance designers like me in Ferrol, the challenge lies in balancing global trends with a strong identity, cultural sensitivity, and real scalability.