Intuit Investor Day: A Visual Design Case Study
Every year, Intuit invites the investment community to attend an experience online and in Mountain View to share company progress and updates. Last October, Intuit’s Brand Experience and Storytelling Team created a ground-up visual identity system to elevate the end-to-end experience.
Creative Strategy
The team created a seamless digital and physical experience to reinforce and amplify the core content narrative. Our design process yielded a visual identity system that allowed tonal and visual flexibility regardless of media. A visual treatment spectrum was developed to allow content to live from simply unrivaled in the foreground to expressively ambient—and in between. To achieve this range, we created a kit of interchangeable design elements including logos, modulating gradients, financial typographic patterns, and micro-animations.
Logo
The wordmark itself is simple in static form, and a rotating stock ticker in motion. Strategically, this made sense to let the wordmark live simply in print, as not to deter from core information and reports—and let the mark develop a personality in digital applications where moments were more ephemeral and experiential. A secondary expressive logo was created to reflect the motion of the stock ticker for select static pieces.
Stock Ticker Graphic
A graphic texture was developed to add visual interest and depth to compositions, and provide another tool to achieve “expressive” moments. The result was a cryptic visual that demanded a bit of viewer participation to reveal the message.
Color
A freeform gradient texture was created by combining several colors from the core Intuit palette, drawing inspiration from heat maps of changing markets and data. Statically, these textures created the ability to generate infinitely unique background compositions. In motion, the gradients provided a subtle depth behind any content without distracting.
Experiential
The system above was translated end to end from the first touch point to the last step from the building.
Platform Immersion Experience
A physical and digital experience was designed to immerse our investors in our company’s goals and future-looking projects. Consisting of video walkthroughs, posters, and in-person executive interviews, small groups were allowed intimate access to the inner workings of the company.
Results
The visual identity and experience were a massive success. Data collected from leadership and guests were overwhelmingly positive. Moreover, the system we’ve set up has an enduring shelf life for future events.
Contributors
Creative Direction: Nicole Parente-Lopez
Creative Direction + Design: JP Ramirez
Strategy: Joanna Sim
Animation: Nick Jonkman, Leslie Orellana
Design: Alysa Trinidad
Production & Additional Support: Intuit Brand Experience & Storytelling Team
