A New Visual Language
A full visual refresh of TurboTax that introduced a more modern, approachable experience through updated color, photography, illustration, and motion—grounded in a new brand strategy.
Client
Intuit
Industry
Fin Tech
Service
Creative Direction
Digital Design
Brand Strategy
Duration
1 year
OverView
As the brand strategist, I partnered with the visual lead to develop an entirely new visual language for TurboTax, leveraging the updated IDS 2.0 color palette to create a fresher, younger, and more approachable brand experience. This comprehensive refresh included new photography, updated in-product imagery, refined illustrations, and playful micro animations—all designed to humanize the brand and make tax filing feel more accessible. The result was a cohesive, modern visual system that brought TurboTax to life and resonated with a broader, more diverse audience.
The Challenge
The challenge was evolving a well-established, trusted brand without losing its core identity—modernizing TurboTax to appeal to a younger, more diverse audience while maintaining confidence and clarity for millions of existing users. One of the boldest moves was adjusting the primary red to a fresher, more vibrant watermelon tone—a risk that ultimately paid off and was well received by customers. Every visual update, from color and photography to illustration and motion, had to strike a careful balance between freshness and familiarity, ensuring the brand felt both new and unmistakably TurboTax.
