Altruistic Accounting
Brand Identity · UI/UX Design · Full-Stack Development · Bilingual i18n
Off-white newsprint (#F9F9F7) with a near-black ink foreground (#111) and a single bright blue (#007BFF) reserved for CTAs. Sharp corners, hard shadows, DM Serif Display for the display type — a printed broadsheet, digital.
Alta is an Ottawa accounting firm that wanted a website as trustworthy as their reputation — humble, classy, accessible to anyone filing taxes for the first time. We designed a newsprint editorial aesthetic: sharp corners, hard shadows, DM Serif Display headlines that feel like opening a beautifully printed financial broadsheet.
Live at
altruistic.meridii.com Go see how Altruistic Accounting feels in motion — it’s better in person.
Taxes, made human
The average first-time filer arrives nervous. Nervous people don't convert. We designed the Alta site to do the opposite of what tax sites usually do — instead of performing authoritative and cold, it reads warm and inviting. Off-white backgrounds, generous spacing, print-inspired geometric precision that says 'we take this seriously,' not 'you should be scared.' By the time a first-time filer reaches the contact form, they already feel like Alta has seen their situation before.
The calculator that converts
Every visitor arrives with one question: how much am I getting back? We put the answer on the homepage — a real-time Canadian tax calculator with Federal + Ontario brackets, RRSP and FHSA deductions, and animated number transitions. The psychology is simple: the moment someone sees a concrete refund number, they're already imagining what they'll do with it. That's the emotional commitment. The call button two clicks away becomes the easiest next step in the world.
A contact form that respects every preference
The task was simple on paper: cover dozens of accounting situations — solo tax filers, small business owners, rental income, first-time filers, retirees — in a single form, without scaring off anyone who doesn't have a finance background. Friendly enough for a newcomer, flexible enough for a landlord, detailed enough for an investor. Encrypted transmission, file attachments, phone and email and form routing in parallel. Every visitor should feel it was built for their situation specifically.
Bilingual from the ground up
English and French — both official languages, treated as equals. Not a Google Translate afterthought, but a complete internationalization system with seamless language switching and cookie-persisted preference. For a Canadian accounting firm, treating French as first-class is the difference between 'local ally' and 'another Toronto-facing site'. Every string, every CTA, every piece of micro-copy exists in both languages.
Five audiences, five interactive paths
Students, Seniors, Newcomers, Landlords, Investors — each visitor self-identifies within seconds. A newcomer filing for the first time has completely different questions than a landlord managing rental income, so we gave each group their own interactive path with tailored benefits and relevant tax credits. Recognition is trust. Trust is the call. Click through, and the content comes to you.
Delivered
February 2026
