Translating tax compliance into an expressive and bold identity that resonates across the globe and industries.
Client
Sovos
Services
Brand Identity
Interactive
Motion
Campaign
Illustration
The shape of compliance
Sovos is a global provider of cloud-based tax and compliance software that helps businesses of all sizes—including half of the Fortune 500—simplify and manage their tax and reporting obligations in over 70 countries. Sovos partnered with Measure to help redefine its visual identity—one that would resonate with a global audience, highlight its position as an industry leader, and resonate across sectors from manufacturing and retail to digital and financial services. Our solution was built on simple, meaningful visual metaphors: parallel lines symbolizing compliance and a system of blocks representing structure, organization, and flexibility. Photography and linework weave through these blocks to creating a sense of unity across diverse business units and processes. The refreshed brand has energized Sovos’s team and elevated the brand across every platform.
A unified experience
Working closely with creative and marketing leadership at Sovos, Measure focused on expanding the brand identity we developed to create a cohesive and engaging digital experience. The new design system brings the brand to life online—inviting, compelling, and accessible across every touchpoint. Built for clarity and consistency, it unifies color, typography, and layout while allowing flexibility for future growth. The result is a digital presence that strengthens the brand’s voice and enhances usability, helping Sovos connect more authentically with its audience and communicate its story with clarity and impact. Visit the site.
As part of the website redesign, Measure was also tasked with translating the Sovos platform into clear, engaging illustrations and visuals that tell the Sovos story. From creating inspirational imagery to explaining product functionality, the illustration and visual system align seamlessly with the brand identity—bringing clarity and cohesion to how the Sovos platform works and the value it delivers to clients.
Visual language evolved
As part of the Sovos brand identity and website redesign, Measure created a custom library of more than 100 icons to bring clarity and consistency across digital and print platforms. Designed to reflect the Sovos brand—clean, structured, and adaptable—the system includes three tiers: Functional Icons for simple, scalable use; Narrative Icons for more expressive storytelling; and Brand Pattern Icons, which use Sovos’s signature parallel lines to create dynamic background visuals. Together, the icon library enhances usability, simplifies complex ideas, and strengthens brand recognition across every touchpoint.
Designing thought leadership
After completing Sovos’s main website redesign, Measure was engaged to create a dedicated campaign site for State of Tax 2025: Global Compliance and Reporting Trends. The microsite serves as a flagship touchpoint showcasing Sovos’s data-driven insights, global reach, and regulatory expertise. Designed as a stand-alone extension of the brand, it brings the report to life through interactive storytelling, regional data, and engaging visuals. The result captures the essence of the Sovos brand while adding fresh energy and focus to the campaign—positioning Sovos as a thought leader and deepening audience engagement.
Clarity in motion
Sovos partnered with Measure to develop a series of explainer animations that make its complex digital products clear and engaging. Focused on the Information Reporting and Withholding Suite and Indirect Tax Suite, the animations simplify how each platform works and show the real benefits for customers. Through motion and concise storytelling, Measure helped Sovos communicate with clarity and connect more meaningfully with its audience.