INTUIT:

Corporate brand campaign | Co-Head of Strategy, Phenomenon

THE CHALLENGE

The original ask was to reimagine the design system for a more cohesive brand identity. Intuit was a house of brands. TurboTax, QuickBooks, Mint and more, each talking about itself. Small business owners knew the products. They didn’t know the company behind them, or how it all fit together.

THE INSIGHT

The common thread wasn’t about reimagining the logos or creating a new brand identity system. It was the customer. Put them at the center instead of the product line, and the brand becomes one story instead of many.

THE WORK

I helped inspire Intuit to shift from a house of brands to a branded house. That strategy became the foundation for “A Giant Story,” Intuit’s first corporate campaign, built around the customers it serves rather than simply the products it sells.