A new Brand Identity
A unified, expert-powered identity for TurboTax Live, QuickBooks Live, and Mint Live.
Client
Intuit
Industry
FinTech
Service
Identity Design
Digital Design
Creative Direction
OverView
I led the rebranding of TurboTax Live to align with Intuit’s expanding LIVE ecosystem, which includes QuickBooks Live and Mint Live. Partnering closely with brand leads across all three products, we developed a unified identity that maintained TurboTax’s equity while bringing consistency to the broader LIVE experience. This included brand audits, naming strategy, messaging, and a modular visual system built for cross-product cohesion. The result was a cohesive, expert-powered brand framework that clarified the value of live financial help and reinforced Intuit’s leadership across its ecosystem.
The Challenge
The challenge was branding a new expert-powered product—TurboTax Live—within a legacy brand long known for its do-it-yourself tax software. We had to introduce real-time human help as a credible extension of the TurboTax experience, without eroding the trust and clarity built around its DIY identity. With no existing model to reference, we carefully positioned TurboTax Live alongside emerging offerings like QuickBooks Live and Mint Live, creating a cohesive narrative for Intuit’s LIVE ecosystem while building awareness and trust for a category-defining service.
The Solution
The solution centered around creating a cohesive LIVE mark—a bold visual system designed to suggest live chat and real-time connection, reinforcing the idea of expert help by your side. This mark unified TurboTax Live with QuickBooks Live and Mint Live, signaling a consistent, approachable experience across products. Its design conveyed immediacy and support, helping reframe the perception of TurboTax from a purely DIY tool to one that also offers on-demand human guidance—without losing the trust and familiarity of the legacy brand.
