I established Intuit’s first product brand guidelines and standards and was a member of the executive brand counsel to determine the rebranding strategy. While at Intuit as the UX Creative Director, I aligned my group with the Brand and Marketing groups. Before this, UX and Brand/Marketing didn’t communicate. The result was a better-coordinated presence of the Intuit essence in the product and a permanent alignment between the marketing, advertising, and product design teams. For the first time, what you saw in the advertisement was what you saw in the product experience.
