The landscape of Greek public administration is undergoing a profound metamorphosis, and the Independent Authority for Public Revenue (AADE) is at the vanguard of this change. In a move that signals a departure from traditional bureaucracy toward a modern "taxpayer experience," the creative agency CHOOSE has undertaken the rebranding and design of the new generation of service hubs, now known as "myPoint." This is far more than a mere change of logo or color scheme; it is a radical reimagining of how the state interacts with its citizens, blending digital convenience with physical presence.
From Dark Offices to Luminous myPoints
For decades, a visit to the tax office was synonymous with frustration, endless queues, and labyrinthine corridors filled with dusty folders. CHOOSE, through its strategic approach, aims to erase this collective memory. The myPoint hubs are designed as spaces that radiate transparency, clarity, and professionalism. The new visual identity utilizes a color palette that evokes calm and trust, while the architectural design of the interiors promotes flow and functionality.
The philosophy behind the project is rooted in "Service Design." CHOOSE did not limit itself to aesthetics but meticulously studied the "user journey" from the moment a citizen books a digital appointment to the moment they leave the physical facility. The goal is to minimize wait times and maximize service efficiency, treating the taxpayer as a "customer" in the best sense of the term.
Digital Convergence and the Role of Technology
The myPoint hubs serve as the physical arm of the myAADE digital portal. CHOOSE integrated tools into the design that facilitate hybrid service delivery. At these new locations, citizens can find self-service kiosks where, with the assistance of specialized staff, they can complete digital processes that previously required the physical submission of documents. This "Phygital" (Physical + Digital) model is the key to transitioning into an era where paper is gradually phased out.
Furthermore, the use of smart queue management systems allows AADE to collect real-time data on service quality. CHOOSE ensured that the design of these systems is user-friendly for all age groups, ensuring that technological progress does not leave behind less digitally literate citizens. Inclusivity and accessibility were central pillars of the creative strategy.
Strategic Communication and Trust
The rebranding of AADE through myPoint is also an exercise in trust-building. In a country where tax compliance has historically been a challenge, the image of a state investing in respect for the taxpayer is critical. CHOOSE created a communication framework that highlights AADE as a modern, evolving organization. The messaging is simple, direct, and human-centric, moving away from the stern and punitive tone of the past.
According to market experts, this project represents a milestone for the communication industry in Greece, proving that the private sector can provide high-level expertise to modernize critical state infrastructure. The success of myPoint will ultimately be judged by citizen satisfaction over time, but the first step—that of visual and functional rebirth—has already been taken in an impressive manner.
Conclusion and Future Outlook
The collaboration between AADE and CHOOSE for myPoint is not just a branding contract; it is a statement of intent for the future of Greece. As more myPoint locations open across the country, the challenge will be to maintain service quality at consistently high levels. Technology and design provide the tools, but human contact remains the heart of service. With myPoint, AADE appears to have found the sweet spot between digital efficiency and a human-centered approach.
- Complete redesign of visual identity and interior spaces.
- Focus on the "User Journey" to reduce bureaucracy.
- Integration of phygital services to support digital reforms.
- Strengthening transparency and trust between the state and the citizen.
