Individual Income Tax

Project Background

At a pivotal moment in Oman’s financial and legislative development, the Individual Income Tax Law was announced as a new step toward tax justice and sustainable development.
The task was not merely to publish the news, but to launch an awareness campaign that would simplify the law, explain its impact, and build public understanding of its objectives.
This is where our journey began with the Tax Authority to create a clear, trustworthy visual language aligned with the message.

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Campaign Goals

• Simplify complex tax concepts using easy and direct language
• Enhance transparency about the law's details and implementation mechanisms
• Build trust between citizens and the institution by providing clear information
• Present content in phases that match the public’s growing understanding and evolving questions

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Stage One: Developing the Visual Style

Visual Direction:

• Calm, elegant, and clear design
• Colors derived from the official identity of the Tax Authority
• Easy-to-read fonts in Arabic and English
• Carefully selected illustrative icons representing concepts (income, rates, brackets, exemptions, etc.)

Language:

• Informative and educational tone—neither alarmist nor oversimplified
• Light formal tone understandable by all groups
• Presentation style based on questions and answers, and comparisons

Post Components
We designed a comprehensive series of posts divided into stages:

• General Announcement
  
  • What is the Individual Income Tax Law?
  • Why was it enacted now?

• Detailed Explanation
  
  • Who does the law apply to?
  • When does it take effect?
  • What are the brackets and rates?
  • How is income calculated?
  • What are the exemptions and exceptions?

• Addressing Questions
  
  • Anticipated questions from the public in Q&A format
  • Illustrative cases with simplified numerical examples

• Support and Communication
  
  • Where to get more information?
  • Available communication channels and support for citizens

Execution

• Designed more than 30 static posts in various sizes
• Adapted formats for each platform (Instagram, Twitter/X, LinkedIn, Facebook)
• Delivered open files for ongoing updates
• Developed a color and icon system for future campaigns under the same legal framework

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Results

• The campaign contributed to presenting the law clearly and understandably to the public
• Posts were widely shared among individuals and media outlets
• Enhanced the Tax Authority’s image as a trusted information source, keeping pace with digital development
• The campaign became a prototype model that can be replicated with any new law

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Project Summary

A new law, with a new language. We worked to ensure the information was accurate, the language clear, and the design supportive of understanding.
We didn’t just provide posts; we built a communication bridge between legislation and citizens in a way that cultivates awareness and respects intellect.