Strategy • Creative Direction • Design
Visual direction
TurboTax Do-it-Yourself
For years, TurboTax was synonymous with its signature blue color palette. As we introduced new product offerings and aimed to connect with a younger audience, we sought to differentiate ourselves not just from competitors but also from the conventional look of financial software. The solution was a lighter, softer, and more approachable shade of blue—familiar yet fresh—infusing a subtle, modern femininity that set us apart.
TurboTax Full Service
With Full Service, we embraced what we called the 'red thread.' As one of the most recognizable elements of our brand, it was a natural choice to highlight it, especially as it beautifully complements the fresh blue we introduced for DIY. While red can sometimes carry negative connotations—particularly in finance—we drew inspiration from its use in iconic brands throughout history. We reimagined red as a symbol of connection, togetherness, and support, focusing on its more positive and empowering qualities.