"You don't know what you don't know.
Find out if you qualify."
Capextax.com already owns a warm, editorial look — cream paper, charcoal serif headlines, a single orange accent. We keep that DNA and give the orange a job: it is the highlighter that marks the hidden money — the unclaimed allowance, the number on the invoice nobody circled. One orange mark per view. Everything else is calm, document-like, trustworthy.
That ties the brand straight to the campaign: you don't know what you don't know — here's the bit you missed.
The wordmark is the existing CapEx logo — the orange chevron "x" and pixel-grid are the equity, kept exactly as-is. Firm name on the lockup is CapEx Associates; the product / marketing brand is Capex Check. The "A-peak" favicon is the app icon only.
Primary — on light
Reverse — on dark (white + orange)
Mono knockout — single colour
Clear space = height of the "C" all around. Min wordmark width 120px. Don't recolour, stretch, or add shadows; use the reverse lockup on dark fields rather than the charcoal one.
Lifted verbatim from the live site's CSS variables. Highlight Orange is precious — one orange thing per view. If everything's orange, nothing is highlighted.
The signature move: a charcoal Playfair headline with one italic phrase and an orange highlight underneath. That's the visual hook on every key asset.
Capital allowances are a statutory tax relief that lets a business deduct the cost of qualifying assets from its taxable profits. Clean, readable, the FT-explainer workhorse.
What's hidden inside · the gap · find out if you qualify
A calm document with one element marked in orange — as if someone took a highlighter to the line on a tax return everyone else skimmed past. In motion, an orange highlighter sweeps across the key phrase and reveals it as the voice lands it. The reveal is the brand.
Open a loop ("that counts? I have that"), resolve with find out if you qualify. Technical-but-readable, FT-Explainer — plain, precise, a little dry, never hypey. Outcome and relief lead; the software is named second. It's a tax product, so every claim must be true.
Branded 4:5 graphics for the feed — a curiosity line, a stat, the spine. One orange highlight each, the real logo and data-cluster icon, on ink or cream.
A five-slide carousel (Track B — owners): hook on the cover, one idea per slide, the highlight pulling the eye, a soft CTA to close. Swipe through →
A deterministic brand shell (hook → reveal → end card, British voiceover + ducked music + subject-driven b-roll) at clients/capex/brand/video/. Faceless, ~22s, the real logo, the highlight drawing on under the key line. One engine, two tracks. Both rendered 1:1 (below) and 9:16 vertical.
What the posts sound like
Three example LinkedIn posts, one per audience. Curiosity-gap hooks, accurate to the guardrails, soft awareness CTA. Drafted to run from Shane (personal) and the Capex Check company page.