DESIGN + EXPERIENCE
Making Intuit's customer innovation all about the technologists.
As the Creative Director and Strategist for Intuit's Global Engineering Days, I took a huge swing at shifting from a durable thematic visual design system and making the worldwide hackathon campaign all about Intuit's single most important customer innovation asset: the technologists.
For Spring 2024, we made the story of GED all about the engineers, taking on an entirely new direction for global tech culture campaigns. As the lead designer and strategist, I art directed photoshoots across 4 Intuit sites and created a visual campaign to promote the next chapter of innovation at Intuit.
The Scope
A select list of senior+ engineers were nominated to participate in the photoshoot. We vetted, interviewed, and photographed Intuit's brightest across Mountain View, San Diego, and Atlanta. To shift away from the usual conforming images of corporate tech culture, we created environments where the subjects can be there true authentic selves, an important element of the campaign that was priority one to capture.
The Expression
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We paired our Intuit global brand system, utilizing our "I-beam" grids and color library with an accent palette that resulted in an expression that was unlike any other campaign we've done, while still being unmistakably Intuit.
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Celebrating our Global Engineers
To commemorate the moment we declared the Builder Culture as the next chapter of innovation at Intuit, we showcased "Builder monuments" to celebrate the work technologists do to solve customer problems. Vertical I-beams (structural pillars built in the scale of the "I" in Intuit were erected featuring the talent behind the tech paired with a quote on the builder mindset.
To remain inclusive of the thousands of engineers who were not showcased in the campaign, I designed mirrored columns to pair with the environmental installations. The mirrored columns would feature the viewer, as they would see themselves amongst the showcased technologists, to cement the idea that builder culture is a global Intuit initiative.
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