Intuit QuickBooks, the industry leader in accounting software for small business, was about to launch their first major software redesign in 15 years, along with a complete rebrand. Armed with only a new logo and wireframes, we were asked to breathe life into the brand by shaping its visual appeal and tonality.
Intuit needed an asset library unique to them, centered around authenticity.
Moving quickly we arranged and directed more than 20 on-location photo shoots in Los Angeles and Chicago of actual QuickBooks customers. To further support the authenticity tenet, subjects were shot using an editorial style with only natural light and always “in the moment.”
We extended the photoshoot’s tone and style globally, partnering with Intuit’s UK, Canada, Australia and India offices.
Next we worked closely with the QuickBooks brand team to develop key messaging components across multiple communications channels. Messaging consisted of phased onboarding of existing QuickBooks users across various SKUs, announcing new product features, developing 11 product launch videos, an online media launch campaign, social posts and more.
Perhaps the most important channel was the redesigned product website, for which we developed copy, key imagery and iconography for the entire QuickBooks product ecosystem.