The rule they were rewriting
For decades, tax professionals have relied on painstaking manual research, consuming hours that could be better spent on strategic, high-value client work. Blue J lets tax practitioners go from question to answer to client communications in minutes—with its AI-powered tax research solution.
The rule we rewrote together
We partnered with Blue J to challenge this outdated perception and reimagine tax research as intuitive, accurate, and efficient. Together, we positioned Blue J as the trusted partner tax professionals need to transform their workflows, and help them advise clients with clarity and confidence.
Refined brand identity:
We evolved Blue J’s identity to reflect its leap from tax tool to tax intelligence - pairing a confident new logo with a color palette that signals clarity, precision, and ambition.
Optimized website design:
We reimagined Blue J’s website as a storytelling platform that communicates the platform’s value while building trust. Key enhancements included:
- Clear messaging: Benefits like accelerated research, verifiable answers, and automated drafting were front and center, addressing the real pain points of tax professionals.
- Engaging visuals: Hero animation illustrated how Blue J simplifies complex research, while stylized product screenshots showcased the platform in action, bridging theory and application.
- Streamlined navigation: An intuitive user experience with bold CTAs encouraged professionals to explore the site and book a demo.
The impact
Blue J’s transformation reshaped both perception and performance.
2X Customers
Since launching the new site in late 2024, Blue J has gone on to double both its customer base and revenue.
Investor confidence secured:
Raised a $122M Series D in August of 2025 to accelerate innovation and expansion.
Rule rewritten:
Showed tax practitioners a whole new way to research, one that's both accurate and efficient.
Blue J showed that tax research tools don't need to be complicated, with its intuitive, AI-powered tax research solution.
