In partnership with Kelton Global, Intuit surveyed more than 3,000 Americans in an effort to better understand what prosperity means to them, the barriers they face, and their outlook on the future. The goal of the campaign was to build brand awareness in America, and it was designed to add dimension to Intuit's mission of powering prosperity around the world, exploring consumers’ underlying beliefs and attitudes around prosperity, and making prosperity ownable to the Intuit brand.
Role: The team consisted of myself and two other Creative Leads (designer + copywriter). Five concepts were initially presented. Of those, three were further developed before a final direction was selected. Tonality was to be ownable to Intuit, casual, optimistic, modern, forward-thinking, smart, approachable, bright, and fun. In addition to creating the chosen direction, I developed the Style Guide and subsequently used it to build additional requested components – the Website, Full Study, and Infographic.
A sample of my explorations. The first round depicted the spectrum of prosperity across America. Keeping the colors and gradients of Spectrum, Paths shifted focus to one's journey to get there, illustrating inclusiveness and the differences between key segments. The final direction used organic shapes to create a friendly aesthetic, embracing variation, texture, and nonconformity. Hard stats were softened with a more human, hand-done approach.
Created for strategic partners to use when building supporting graphics for social channels, press releases, and videos.