Ideas, into reality
Over the past 17 years, I’ve immersed myself in nearly every facet of design, and there’s little I don’t enjoy about the creative process. From production design to creative execution, direction, and strategy, I thrive on collaborating to bring ideas to life—ideas that not only resonate with users but also drive business success.
Capabilities
Design and execution
Creative direction
Brand strategy
Story telling
Culture builder
Smile generator
TurboTax Live - Market Disruption
When TurboTax launched its innovative product, TurboTax Live, I was entrusted with shaping the brand’s look and feel across all customer touchpoints. Collaborating closely with teams across Intuit, I helped refine and expand the brand’s identity for both marketing and product experiences. This work not only elevated the brand’s presence but also drove significant revenue growth and disrupted the industry.
Strategy • Creative Direction
Changing a color landscape
In 2015, the Intuit color palette became one of the foundational elements of the Intuit Design System. Over time, advancements in color design technology, evolving accessibility standards, and the need to support business innovation highlighted the importance of updating and integrating a cross-platform, accessible palette. As the TurboTax brand lead for this initiative, I played a key role in uniting all of Intuit’s products through a cohesive and inclusive color system.
Strategy • Creative Direction • Design
Visual distinction
With the launch of TurboTax Live Full Service, we needed to establish a clear and intuitive visual distinction among our product offerings. This system had to ensure customers could easily identify each product and seamlessly follow it through their end-to-end experience. As the Brand Visual Lead, I spearheaded the design of all front-door pages, including display advertising, email campaigns, the homepage, shopping experiences, and landing pages, as well as partnering with our product team to assure a seamless transition from front doors to product.
Strategy • Creative Direction • Design
Telling stories
Over the years, I’ve led the development of both live-action and animated content, ensuring a consistent and engaging storytelling approach. As we evolved to feature real TurboTax customers, I integrated their stories into the videos to create authentic, relatable narratives that aligned seamlessly with our brand messaging.
Strategy • Creative Direction
Creating connections
Why rely on stock imagery when your brand serves millions of customers with compelling, unique stories to tell? As the Brand Visual Lead, I revitalized our brand imagery, replacing generic, cliché visuals with authentic photos of real TurboTax customers. Each image highlighted a customer’s distinct tax and life situation, creating relatable connections for our audience. By fostering these connections through authentic imagery and video content, we successfully increased conversions across all channels.
Strategy • Creative Direction
A new visual language
Your neighborhood tax visionary - In order to bring our brand foundation to life, we need to embody our brand personality—your neighborhood tax visionary. We are relentlessly in our customer’s corner, reimagining what taxes look like with an optimistic and forward-thinking approach.
To do that, our tone is down to earth, honestly insightful, and contagiously confident.
Strategy • Creative Direction • Design