5 years. 16 reports.
Hundreds of charts.
One flagship that fuels it all:

Avalara Tax Changes

the cornerstone of marketing

Avalara Tax Changes (or ATC) is Avalara’s go-to guide for what’s new and next in sales tax compliance. Packed with expert insight, it breaks down key tax trends across industries such as retail and hospitality.

Here’s what others have said about the report and my design leadership:

It goes without saying that ATC is our premier asset and flagship program across all of Marketing.

The engine behind this is our core ATC team, whose insight, extensive research, content prowess, and endless hours will help define our success …

Nomination for Avalara’s “Team Collaboration Champ” award

ATC is probably our most important marketing asset that we do each year …

Taking this asset and using it as the backbone behind so many marketing programs, demand gen efforts, and Avalara.com content … Simply put, it takes well-oiled, cross-functional team to pull off an effort like this.

Nomination for Avalara’s “Delivery Wizard” award

In the old days of Avalara, it was called “Sales Tax Changes” and was just 10 or 12 pages. It’s now called Avalara Tax Changes and [in 2024] it clocked in at over 160 pages and more than 100 custom charts and graphics. This is a backbone marketing asset that we publish and market in its entirety.

Not surprisingly, it takes quite the collection of talent to pull off this tremendous effort each year, [including]

Rae Avramenko whose beautiful design work, layout and chart making brings this content to life …

Nomination for Avalara’s “Delivery Wizard” award

So, what exactly fills those 160+ pages?

Here’s what you’ll find inside.

The ATC reports contain …

Beautiful full page infographics

Industry-focused, branded with confidence and character. These have compliance trends you’ll actually want to look at.

Hundreds of visuals

100% briefed, art directed, and refined by yours truly

How it came to be

The challenge

As a company that helps automate sales tax for over a dozen industries, from small businesses to large enterprises, Avalara understands a universal truth: sales tax is complicated, necessary, and often obscure. With more than 13,000 sales and use tax jurisdictions in the U.S. alone, thousands of rule changes and rate updates happen every year. To achieve its ambitious mission of becoming “part of every transaction in the world”, Avalara must do more than offer the best solution. It must also lead as the trusted authority on sales tax.

The solution

My team and I collaborated with Avalara leadership to develop a clear solution: elevate the Sales Tax Changes report into a flagship publication. This annual report would become Avalara’s golden egg, offering comprehensive, accessible content with a sharp focus on emerging tax and compliance trends. By addressing the key issues across eight or more major industries, the amount of insight was overwhelming. But the core objective was never just coverage—it was credibility.

We aimed to ensure two things: that nearly every client or prospect could find something directly relevant to their business, and more importantly, that Avalara’s expertise in sales tax compliance would be indisputable.

Past reports

Before my involvement, the report focused primarily on state-by-state updates, with minimal branding and no distinct visual identity for a reoccurring piece. The design was functional but dry. Layouts felt off-balance, the illustration styles in use were dated and on their way out, and the overall experience lacked depth.

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In its first redesigned form, Avalara Sales Tax Changes gained a clearer identity, more robust content, and a modern layout. The report expanded nearly fivefold, and utilized sidebar content that elevated the body copy with quotes, graphics, and added context. It was a strong foundation, but the brand still had room to grow.

Midyear report
Pages: 64
No. of visuals: 51

Main report
Pages: 65
No. of visuals: 38

Landing page
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What’s inside
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The 2022 edition marked a bold evolution: a new name, a new logo, and more than double the content. Reflecting its broader focus beyond sales tax, the report was rebranded as Avalara Tax Changes. Full-spread infographics led each chapter, optimized for web, while the illustration style became more vivid and detailed.

Midyear report
Pages: 21
No. of visuals: 16

Main report
Pages: 151
No. of visuals: 190+

Executive Summaries
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What’s inside
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In 2023, Avalara pivoted to a landscape format, prompting a full layout overhaul. Even more significantly, the team launched seven industry-specific midyear updates instead of the usual single report, aiming to drive targeted engagement. The infographics took a major leap in becoming full-page, cohesive pieces, and the ATC branding had finally found its footing with tightened art direction.

Industry updates
Pages: 13-20
No. of visuals: 14-22

Main report
Pages: 116
No. of visuals: 157+

Example Spreads
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Ads

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Email headers

With a record 162 pages, the 2024 report marked the most comprehensive Avalara Tax Changes yet. Visuals were further standardized to ensure a smooth transition to the web, reducing churn late in the process. Illustrations broke from literal depictions, pushing boundaries by offering more creative interpretations.

Midyear report
Pages: 16
No. of visuals: 16

Main report
Pages: 162
No. of visuals: 157+

Example Spreads
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Social ads

Banner ads

The 2025 report introduced a sleek left-hand navigation bar, making it easier to explore the expansive content on devices. Pull quotes were elevated to spotlight featured experts, reinforcing Avalara’s credibility. Visuals moved beyond dry charts and maps, using illustrated scenes and characters to turn complex data into moments of surprise.

Main report
Pages: 132
No. of visuals: 105+

Midyear report
Pages: 27
No. of visuals: 24

Example Spreads
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