Intuit Brand Refresh
The "I-Beam" System
Brand Identity
The purpose of the brand refresh is to introduce new company values as well as create a shared DNA for the cornerstone brands, TurboTax, QuickBooks, Credit Karma, and Mailchimp, under the parent brand, Intuit.
The new brand revolve around the theme we call, the "I-Beam," a modular shape inspired by the "I" in Intuit's logo. We defined a system by exploring dozens of ways to translate this element, to create easy-to-use mosaic layouts and templates tailored to different team. We explored colors and sizing while honoring each cornerstone brand’s existing identity.
We scaled the design system by creating a centralized Intuit Brand Portal, where stakeholders can find Figma guidelines and prototypes, and the updated logo lockups with our cornerstone brands, including the Intuit Dome.
I was the co-creative lead working with designers and agency.
Awards: AIGA 365 2023, Red Dot 2023
