Intuit CASE STUDY
Designing systems
and narratives for
Intuit Accountants
I led design direction across pricing systems, brand expression, and editorial work for Intuit Accountants.
Overview
At Intuit, I worked within the Intuit Accountants ecosystem, supporting tax professionals who rely on precision, trust, and efficiency. My work focused on shaping how complex offerings and long-standing products were understood by customers and by the teams building them.
Some of this work had no clear starting point. Strategy was still taking shape, teams held competing perspectives, and existing communication patterns no longer reflected the value Intuit needed to express. In those moments, I stepped in as a creative partner, helping teams align early and make financial products feel more understandable to the people using them.
The following three projects reflect different leadership challenges I addressed at Intuit:
Helping customers understand bundled value
Modernizing a professional legacy brand
Building trust through editorial connection
Project 1: Packages
Turning a complex pricing strategy into a decision-ready system
Overview
I helped teams agree on a clear story for bundled value, one that reduced customer confusion and gave pricing, product, and marketing a shared foundation.
The challenge
Intuit Accountants needed a better way to communicate bundled product value by grouping core software and attach solutions into offerings customers could easily understand. There was no shared model to explain how the products fit together. Customers were confused, and internal teams were solving the same problem in different ways.
My role
I co-led strategy, narrative development, and visual system design in close partnership with a content designer. I helped guide early exploration, synthesize insights, and translate business goals into a system teams could reuse across channels.
Overview
I helped teams agree on a clear story for bundled value, one that reduced customer confusion and gave pricing, product, and marketing a shared foundation.
The challenge
Intuit Accountants needed a better way to communicate bundled product value by grouping core software and attach solutions into offerings customers could easily understand. There was no shared model to explain how the products fit together. Customers were confused, and internal teams were solving the same problem in different ways.
My role
I co-led strategy, narrative development, and visual system design in close partnership with a content designer. I helped guide early exploration, synthesize insights, and translate business goals into a system teams could reuse across channels.
Insight-led exploration
Through six rounds of prototyping and more than 30 customer interviews, we studied how customers interpreted bundles and what language helped them make sense of options more quickly. What surprised us was that customers cared less about what was included and more about why a package mattered.
Each iteration brought the model closer to how customers actually think. This helped us shift from static product lists to benefit-led tiers that were easier to understand and more flexible over time.
A scalable system for communicating value
I designed a visual and narrative system that:
Shift focus from features to customer outcomes
Align naming within existing QuickBooks architecture
Support both fixed and flexible bundles
Scale across pricing, brand, web, and product contexts
Enable future testing without reworking the foundation
Result: I created a scalable way to communicate bundled value. Clearer hierarchy and naming made options easier for customers to understand and compare. The system launched on the website and continues to evolve today.
Project 2: Lacerte Tax brand refresh
Updating a professional legacy brand to reflect its leadership
Overview
I repositioned a legacy tax product to show up with the confidence and authority customers already trusted.
The challenge
Lacerte is one of Intuit’s most established professional tax products, with more than 40 years of credibility. Over time, its visual expression had fallen behind its reputation. The brand felt inconsistent and dated, underselling the confidence and authority customers relied on.
My role
I served as creative director for the refresh, partnering with content design, web, marketing managers, and leadership. I set the visual direction, rebuilt the brand foundation, and guided execution across channels.
Elevating without reinventing
Rather than introducing something new, the work focused on sharpening what already made Lacerte trusted. I helped redefine the brand pyramid and refined its visual language using muted palettes, deliberate pacing, and a more intentional hierarchy to let key messages stand on their own. The goal was to help Lacerte feel current and confident while preserving the familiarity customers valued.
A unified go-to-market presence
The refreshed system extended across:
A redesigned website
Email journeys
Direct mail
A 52-page product brochure
A premium customer kit
Supporting campaign collateral
Result: Modernized a legacy brand while honoring its history, elevating credibility and perceived value through a premium, confidence-led identity. Unified voice and visuals across digital and print to position Lacerte as a clear category leader.
Result: Modernized a legacy brand while honoring its history, elevating credibility and perceived value through a premium, confidence-led identity. Unified voice and visuals across digital and print to position Lacerte as a clear category leader.
Project 3: The Balance Sheet
Designing an editorial experience to strengthen thought leadership
Overview
This project explored how thoughtful editorial experiences could strengthen customer relationships without relying on product promotion.
The challenge
Most communication within Intuit Accountants is necessarily functional, focused on accuracy, efficiency, and compliance. This project explored a different question: How could Intuit support professionals beyond the product?
The idea
I conceived The Balance Sheet as a short-format editorial newspaper designed to offer accountants insight, relevance, and care without promoting Intuit products. The goal was to build trust during the most demanding time of the year.
My role
My focus was shaping the editorial direction, visual tone, and overall structure of the newspaper. I partnered with other designers to curate content and developed new elements that offered practical insight, industry perspective, and moments of discovery.
A tactile, shareable experience
We chose a traditional newspaper format to slow the interaction and create something customers could keep, share, and revisit. The format encouraged a more reflective pace, offered a break from constant screen-based communication, and reinforced the brand’s commitment to supporting professionals beyond software.
Result: Reframed engagement around editorial value to build trust with a high-pressure professional audience. Delivered a fast, affordable proof of concept that showed the brand could be more human and supportive without losing credibility.
Result: Reframed engagement around editorial value to build trust with a high-pressure professional audience. Delivered a fast, affordable proof of concept that showed the brand could be more human and supportive without losing credibility.
Lasting impact
By aligning teams early when things were still unclear, the work helped bring focus to complex systems and modernize established brands. Over time, it reduced friction, strengthened trust, and helped both customers and internal teams make decisions with more confidence.
Intuit CASE STUDY
Designing systems and narratives for Intuit Accountants
Designing systems and narratives for Intuit Accountants
I led design direction across pricing systems, brand expression, and editorial work for Intuit Accountants.
Overview
Overview
At Intuit, I worked within the Intuit Accountants ecosystem, supporting tax professionals who rely on precision, trust, and efficiency. My work focused on shaping how complex offerings and long-standing products were understood by customers and by the teams building them.
Some of this work had no clear starting point. Strategy was still taking shape, teams held competing perspectives, and existing communication patterns no longer reflected the value Intuit needed to express. In those moments, I stepped in as a creative partner, helping teams align early and make financial products feel more understandable to the people using them.
The following three projects reflect different leadership challenges I addressed at Intuit:
Helping customers understand bundled value
Modernizing a professional legacy brand
Building trust through editorial connection
Project 1:
Packages
Turning a complex pricing strategy into a decision-ready system
Turning a complex pricing strategy into a decision-ready system
Overview
I helped teams agree on a clear story for bundled value, one that reduced customer confusion and gave pricing, product, and marketing a shared foundation.
The challenge
Intuit Accountants needed a better way to communicate bundled product value by grouping core software and attach solutions into offerings customers could easily understand. There was no shared model to explain how the products fit together. Customers were confused, and internal teams were solving the same problem in different ways.
My role
I co-led strategy, narrative development, and visual system design in close partnership with a content designer. I helped guide early exploration, synthesize insights, and translate business goals into a system teams could reuse across channels.
Insight-led exploration
Insight-led exploration
Through six rounds of prototyping and more than 30 customer interviews, we studied how customers interpreted bundles and what language helped them make sense of options more quickly. What surprised us was that customers cared less about what was included and more about why a package mattered.
Each iteration brought the model closer to how customers actually think. This helped us shift from static product lists to benefit-led tiers that were easier to understand and more flexible over time.
A scalable system for communicating value
A scalable system for communicating value
I designed a visual and narrative system that:
Shift focus from features to customer outcomes
Align naming within existing QuickBooks architecture
Support both fixed and flexible bundles
Scale across pricing, brand, web, and product contexts
Enable future testing without reworking the foundation
Result:
I created a scalable way to communicate bundled value. Clearer hierarchy and naming made options easier for customers to understand and compare. The system launched on the website and continues to evolve today.
Project 2:
Lacerte Tax brand refresh
Updating a professional legacy brand to reflect its leadership
Updating a professional legacy brand to reflect its leadership
Overview
I repositioned a legacy tax product to show up with the confidence and authority customers already trusted.
The challenge
Lacerte is one of Intuit’s most established professional tax products, with more than 40 years of credibility. Over time, its visual expression had fallen behind its reputation. The brand felt inconsistent and dated, underselling the confidence and authority customers relied on.
My role
I served as creative director for the refresh, partnering with content design, web, marketing managers, and leadership. I set the visual direction, rebuilt the brand foundation, and guided execution across channels.
Elevating without reinventing
Elevating without reinventing
Rather than introducing something new, the work focused on sharpening what already made Lacerte trusted. I helped redefine the brand pyramid and refined its visual language using muted palettes, deliberate pacing, and a more intentional hierarchy to let key messages stand on their own. The goal was to help Lacerte feel current and confident while preserving the familiarity customers valued.
A unified go-to-market presence
A unified go-to-market presence
The refreshed system extended across:
A redesigned website
Email journeys
Direct mail
A 52-page product brochure
A premium customer kit
Supporting campaign collateral
Result:
Modernized a legacy brand while honoring its history, elevating credibility and perceived value through a premium, confidence-led identity. Unified voice and visuals across digital and print to position Lacerte as a clear category leader.
Project 3:
The Balance Sheet
Designing an editorial experience to strengthen thought leadership
Designing an editorial experience to strengthen thought leadership
Overview
This project explored how thoughtful editorial experiences could strengthen customer relationships without relying on product promotion.
The challenge
Most communication within Intuit Accountants is necessarily functional, focused on accuracy, efficiency, and compliance. This project explored a different question: How could Intuit support professionals beyond the product?
The idea
I conceived The Balance Sheet as a short-format editorial newspaper designed to offer accountants insight, relevance, and care without promoting Intuit products. The goal was to build trust during the most demanding time of the year.
My role
My focus was shaping the editorial direction, visual tone, and overall structure of the newspaper. I partnered with other designers to curate content and developed new elements that offered practical insight, industry perspective, and moments of discovery.
A tactile, shareable experience
We chose a traditional newspaper format to slow the interaction and create something customers could keep, share, and revisit. The format encouraged a more reflective pace, offered a break from constant screen-based communication, and reinforced the brand’s commitment to supporting professionals beyond software.
Result:
Reframed engagement around editorial value to build trust with a high-pressure professional audience. Delivered a fast, affordable proof of concept that showed the brand could be more human and supportive without losing credibility.
Lasting impact
By aligning teams early when things were still unclear, the work helped bring focus to complex systems and modernize established brands. Over time, it reduced friction, strengthened trust, and helped both customers and internal teams make decisions with more confidence.