Intuit Rebrand
Redesigning and unifying Intuit’s bespoke product brands
In 2015, Intuit set out on a journey to go from a house of brands, to a branded house. At the time, most customers did not know who Intuit was. But everyone knew of TurboTax and QuickBooks. This use case illustrates the rebranding effort I led in 2018.
Client
Intuit
Role
Lead Designer
Industry
Fintech
Date
2016
My first experience in Big Tech was to join Intuit’s mission based team in Marketing & Communications, solely responsible for the rebrand and redesign for all product logos. I led the redesign efforts with my expertise in both logo design and typography, and created new frameworks that expedited our efforts.
The 2016 Intuit rebrand successfully repositioned the company as a unified, forward-thinking global platform—reshaping public and internal perception of Intuit from a fragmented collection of products into a cohesive brand embodying "Powering Prosperity." Its launch (presented at the Q1 State of the Company) earned enthusiastic acclaim, including a standing ovation. The result: a versatile, emotionally resonant identity system that continues to serve as the foundation for Intuit’s ecosystem across products and touchpoints. If you’d like to see the end-to-end story, including iterations and outcomes, let’s connect.