Senior Brand Designer • 2022-2023
Intuit Rebrand
Evolving a 40-year-old brand for modern day scalability
Intuit is a global technology platform founded over 40 years ago. We worked with Intuit's internal brand team and Moniker to reimagine Intuit's visual identity and define an expansive system of visual styles to anchor the platform's family of brands.
Team
JP Ramirez / Creative Lead Intuit
Molly Bramlet / Senior Designer Intuit
Sumangla Bishnoi / Senior Designer Intuit
Alexa Sparacio / Senior Designer Intuit
Moniker SF / Art Direction & Logo Design
Awards
AIGA 365 2023
Red Dot 2023
Defining a system
We created layouts using a fluid and modular design language inspired by the letter “I” in the Intuit logo, nicknamed the “I-Beam.”
This rectangular shape provided the foundation for graphic compositions and layouts of our branded touchpoints.
I explored dozens of ways to express the I-Beam mosaics in templatized formats that would meet the needs and design capabilities of various teams.
I collaborated with Intuit executives to explore color shades, combinations, accessibility, and proportions that expanded the brand’s potential language while still leaned into the brand’s existing equity and felt inclusive of the Intuit’s family of product’s brand colors.
I also audited existing and ongoing Intuit projects help define a typography system with impact and flexibility.
This led to the creation of a broader spectrum from “Simple” to “Expressive” to guide in the application of the brand.
I lead the creation of the Figma brand guidelines and prototype, as well as creating the documentation for Intuit Brand Portal, creating logo files for Intuit ecosystem logos, updated lockups for ecosystem brands including Mailchimp, Credit Karma, TurboTax, Quickbooks, and Intuit Dome.
