Photography Evolution
A 5 year evolution of TurboTax Live Tax Expert imagery and video. Concept to execution.
Client
Intuit TurboTax
Industry
FinTech
Service
Brand Strategy
Creative Direction
OverView
As TurboTax Live evolved from a new product concept to a core offering in Intuit’s ecosystem, I led the development and execution of its expert-driven visual identity—shaping how customers connect with the real people behind the product. Over the course of six years, I personally drove the photography and video strategy, building a rich, consistent, and human-centered visual language that helped redefine TurboTax from a DIY software to a hybrid model offering real-time expert help.
The Challenge
The primary challenge was building visual trust for a completely new kind of offering within a legacy brand known for do-it-yourself tax filing. TurboTax had never showcased real people—let alone tax experts—as part of its identity, so we had to create a photography and video style that felt authentic, credible, and consistent with the brand’s tone, while also signaling a major shift in service. We needed to humanize the product without making it feel overly corporate or staged, and balance approachability with professional expertise—ultimately convincing customers that expert help was not only available, but something they could trust.
