Background
BridgeTax, formerly LML Consulting, is a tax consultancy based in the Netherlands with over 15 years of experience, including time at Big Four firms. Despite this, the brand lacked a strong online identity and failed to communicate its approachability, expertise, or value clearly. The client needed a complete rebrand to better appeal to expats and companies with cross-border workers; people who are often overwhelmed by complex Dutch tax systems and unsure who to trust.
My Approach
I led a strategic rebranding process starting with renaming the company to BridgeTax, a name that captures both its purpose (bridging tax complexity) and its connection to expat life. I retained a subtle nod to the original brand by incorporating a divi divi tree shape into the ‘B’ of the logo, splitting and bending its lower arm to form stylized leaves. The typography (Sen) was customized to reflect the brand’s personality: the “i” reaches out to the “r” to express a sense of help and connection.
A fresh colour palette was created, named after Aruban landmarks, blending trustworthy greens with warm yellows to evoke clarity and openness. I also designed custom illustrations including a bridge and euro symbol to support visual storytelling. Alongside this, I delivered a full brand strategy, homepage information architecture, and layout recommendations with a sharp focus on usability and trust-building.
Result
BridgeTax now stands as a confident, friendly, and expert brand that speaks directly to its niche audience. With a simplified structure, emotionally intelligent visual language, and approachable copy, the brand is positioned to connect more deeply with expats and businesses alike. Website build is in progress.
Tools used: Illustrator, Photoshop, Figma, and Framer.
