Strategy • Creative Direction • Design
Tasty Fresh
Color
We embraced the new IDS color palette, giving TurboTax a much-needed refresh after years of relying on an outdated color system. This transformation signaled a bold, youthful evolution of the brand, setting us apart as a leader in the otherwise familiar and uninspired financial space.
Illustrations
Over the course of a few years, we steadily expanded our illustration system. What began as a simple set of icons and a few larger in-product scenes evolved into a key visual element of the end-to-end experience. For this refresh, we enhanced the system by incorporating the new color palette and further enriching the library of illustrations, ensuring they played a more integral role throughout the user journey.
Photography
Photography is a key element of our customers' journey. This year, we focused on showcasing real customers to enhance authenticity. We also leveraged our color system strategically—using the vibrant watermelon background to make our experts stand out off-property, and transitioning to the more neutral tofu background for on-property experiences.