Strategy • Creative Direction • Design
Experts to the front
TurboTax Live was a five-year passion project for me. From its inception, I played a key role in shaping the brand strategy, visual architecture, and end-to-end product design. My contributions spanned everything from logo creation and the evolution of photography and illustrations to styling, social media representation, onboarding, and packaging. I also helped craft the virtual expert platform design system (expert side) and designed product experiences and expressions. As a team, we transformed a groundbreaking concept into a billion-dollar business within just five years.
Brandmark
When the TurboTax Live name was chosen, the goal was clear: to instantly communicate that users could connect with a live agent to resolve their tax needs. In a market crowded with 'LIVE' logos, we took a bold approach, crafting a mark that was both familiar and unmistakably TurboTax.
Photography & Video
Over the years, the photography for our experts has continually evolved. For Tax Year 2024, we set out to make these images distinctly ours through the thoughtful use of color, simplicity, and style. We also introduced two tailored styles to align with different stages of the customer journey. The bold watermelon background was designed for off-property use, ensuring it stands out and grabs immediate attention. As customers transition closer to on-property experiences, we shift to our neutral tofu color palette, allowing the expert to take center stage while the surrounding content subtly supports the imagery.
