Making tax easy as

Tax. Boring and confusing at best, stressful and risky at worst. But freelancers, company owners and employees need to get it right, with all tax returns now filed digitally to HMRC. Pie is here to help you do just that: one app to make doing taxes easy and inspire you to claim what’s yours. The founders had a name and a vision. We made it a reality through a cohesive brand strategy, full visual identity and design of the product itself.

  • Brand strategy
  • Brand identity
  • Tone of voice
  • UX & prototyping
  • UI component library
  • Content design

Our vision was to create a product that takes the anxiety out of doing taxes while providing a best-in-class user experience — something that would stand out from the crowd and not look or feel like any of the competition.”

Tommy McNally
CEO, Pie

Claim what’s yours

With a wealth of experience in tax planning for individuals, Pie understood how many were missing out on money owed to them. They wanted to make managing tax easy, engaging and stress-free, by giving people the tools and knowledge to take charge of their finances. A tax app that feels simple, personalised and rewarding. Something that inspires you to take control of your taxes, driven by the promise, ‘It’s your money, keep it.’

A slice of design

At the heart of the identity is a simple unifying idea: the divisible nature of a pie chart. This created an ownable and flexible visual system to guide our approach to all aspects of the brand and product: from assets and iconography, to layouts, components and a digital product language.

Rewarding product experience

The Pie app experience is powered by your personal data. By continuously updating this clear and relevant information it gives you the full oversight you need to feel in charge of your finances. The motion language brings this data to life, creating a rewarding experience that keeps you coming back.

Tailoring the service

Pie prides itself on providing tools, knowledge and features that are genuinely useful. No more complex software or expensive consultants. Time for a personalised accountant in your pocket. Everything is designed with ease in mind, from getting set up, to linking your bank account and filing your first return. And with easy personalisation features — sliders to show income, quotes to drive downloads and components for different trades — Pie makes tax planning more relevant to more people.

Fighting your corner

As a champion for individuals, Pie loves fighting its customers’ corner: the entrepreneurs, the staffers and the trades. Each tax case is unique. Each can be complex. So the website offers a range of testimonials and case studies, to aid understanding through relevant stories, while weekly or monthly bulletins put you in complete control of your tax.

We came to Output with a short brief, but a clear vision, and they helped create a brand we are truly proud of. A helpful partner in the entire process of designing and building a brand that sets us up for success.”

Carl Brown
Chief Product Officer, Pie

Make your vision a reality.