A part of the graphics concept is based on an important story in Avalara’s history. Avalara’s first trade show booth, which was set up as a tiki bar to stand out among other tax professionals turned out to be a huge success. The message was that customers could use Avalara software to worry less about taxes and spend more time relaxing. The tiki theme, surfboards and signature orange color has remained Avalara’s brand ever since. The concept of the unifying graphic wave with internal crisscrossing lines throughout the office represents the complexities of the tax code, highlighting the problems they are solving for their customers. Imagery on the door of each conference room follows the concept of “things we love.” Each floor follows with this unique theme including local bands, local attractions and local beer. This concept can be used in their offices around the world, focusing on the local culture of each office. Bright, overlapping and gradated colors are used to brighten up the space and show that Avalara is a first and foremost a fun company.