Intuit is the leader in business and financial management solutions. Two of its flagship products, Lacerte and Proseries, are designed for professional tax accountants. However, until 2013, they had been marketed similarly and sales had become stagnant.
Working with new core values and customer research, we developed a unique conceptual framework and visual identity for each product. Lacerte, high-end tax software with comprehensive features built-in, was recalibrated to deliver on esteem and reputation building. ProSeries, value-focused tax software built on easy-to-use features, was recalibrated to appeal to the small business owner looking to strengthen client relationships.
Since unveiling the new brand identities, the distinctiveness of Lacerte and Proseries has boosted customer retention and direct marketing efforts while far outperforming former control creative.