1. Overview
Reindeer set out to reshape the world of tax credit consulting with a mission to help small and midsize businesses unlock every financial advantage. I led the UI/UX design for a modern website that reflects Reindeer’s expertise, innovation, and trust, transforming a complex service into an accessible, empowering digital experience.
Time Frame
3 months, 2024
Deliverables
Website, Mobile
Team
Creative Director, Project Manager, Graphic Designer, Copywriter, Developer
My Role
UI/UX Designer
Despite over 30 years of tax credit expertise, Reindeer’s digital presence didn’t reflect its authority or innovation. Our challenge was to communicate trust, credibility, and clarity through a unified, modern brand that resonates with small and midsize businesses.
2. The Challenge
The goal was to create a clean, trustworthy digital presence that simplified complex tax credit concepts and built user confidence. The new design reflects Reindeer’s human-centered, technology-driven expertise while improving navigation and driving stronger lead conversions.
3. Goals & Objectives
Through competitive analysis, we found that most tax consulting firms appeared transactional, lacking warmth and clarity in their communication. Our research identified business owners, CFOs, and entrepreneurs as Reindeer’s key audience—individuals seeking reliability and straightforward guidance. Many users felt overwhelmed by technical language, unsure about eligibility, and skeptical of impersonal tax services. This revealed a clear opportunity: position Reindeer as a transparent, trustworthy partner that turns complexity into clarity.
The visual strategy balanced clarity, credibility, and confidence through thoughtful color and typography choices. Fresh greens and soft blues evoke growth and trust, while deep navy grounds the brand in professionalism. Apfel Grotesk headlines convey confidence, and HK Grotesk ensures readability and warmth. Together, these elements create a modern, approachable experience that feels both trustworthy and empowering.
4. Research & Strategy
The design process focused on transforming Reindeer’s brand into a seamless, trustworthy digital experience. I began by defining a clear information hierarchy and grouping content into intuitive sections like “Who We Are,” “Services,” “Results,” and “Contact.” Using a modular grid system, I built flexible layouts that could scale as the company expanded.
Visually, I aligned the interface with Reindeer’s refreshed brand identity—clean, modern, and approachable. Subtle reindeer icons and structured layouts added character without distraction, while generous whitespace, credibility cues, and a balanced color palette of navy and warm accents reinforced professionalism and trust.
From a UX standpoint, I prioritized accessibility and usability. Each page was designed with mobile-first principles, ensuring responsive layouts, clear CTAs for consultation booking, and high-contrast typography for readability. Together, these elements created a cohesive experience that feels confident, intuitive, and human-centered.
5. Design Process
The new Reindeer brand became a trusted symbol of credibility and empowerment, bridging the gap between complex finance and approachable design.
With over $1B in refunds recovered, 180+ active client partnerships, and an average of $126K in savings per client, the refreshed digital experience positioned Reindeer as the go-to partner for small and midsize businesses seeking clarity and confidence in tax credit consulting.
6. Outcome / Impact