Intuit

Over the past seven years Intuit has changed from a set of separate tools into one connected platform, with TurboTax, Credit Karma, QuickBooks and Mailchimp increasingly working together and doing more of the work for people. JKR's job was to make that change visible from the outside.

The answer starts with the name. A redesigned wordmark gives up its first letter to a new "i" symbol, which carries the line "See what i can do" and opens into Intuit Intelligence, the new name for AI and human experts working together across the products. A custom typeface, Tally, an updated palette, photography, illustration, iconography, motion and a new tone of voice hold the system together.

The identity runs across a redesigned intuit.com, product moments for Intuit Intelligence, out-of-home campaigns in New York, posters, campus signage and merch, all built on one idea: One Intuit.