One brand.
Thousands of Stories.
My Role
Brand Storytelling
Storytelling Strategy
Creative Leadership
Team Leadership
Creative Production
Visual Direction
The Challenge
At Intuit, my job went beyond making content. As part of the Brand Storytelling & Experiences team, I helped shape how we found, developed, and told stories across the company, while leading the teams and productions that brought them to life.
The work spanned a major brand refresh, customer storytelling, internal experiences, events, social content, and integrated campaigns, all with different audiences and objectives, but all needing to feel unmistakably Intuit.
What do an NFL Super Bowl-winning player, an LA public school teacher, a puppeteer, a knife sharpener, a restaurant owner, and a basketball coach have in common?
They all had a role to play in telling the Intuit story.
Intuit had no shortage of stories. The challenge was creating greater consistency in how we told them.
Internally, that meant helping bring together a disjointed storytelling team and developing a framework that could work across departments, products, audiences, and channels. The goal wasn't to make every story look or sound the same. It was to create enough shared thinking that they could feel connected to the same brand while still being emotional, engaging, and distinctly human.
Below you will find the progression from brand system → storytelling → major campaign.
BRAND REFRESH
Putting People at the Center of the Brand
Intuit was evolving. With an expanding portfolio of products and a broader ambition as a global financial technology platform, the company was rethinking how the Intuit brand showed up in the world. The refresh introduced a new identity designed to bring greater cohesion across the company and its cornerstone brands.
While Intuit's design leaders and agency partners shaped the new visual identity, my focus was on the people inside it.
I helped lead and shape how people would be represented through film and photography, creating an approach that could feel authentic and human while working within a bolder, more unified Intuit brand.
My work is featured throughout Intuit’s brand refresh film, alongside the identity created by Intuit’s internal creative team and agency partners.
Additionally, this work became the foundation of how we told customer stories externally, and at each of our State of the Company Quarterly Meetings for 15,000 employees.
CUSTOMER STORIES
Powering Prosperity Through Customer Stories
Intuit's products may be powered by technology, but the stories that mattered most were usually about what people were trying to accomplish with it.
A business someone was trying to build. A career they were trying to create. A family they were trying to support. A problem they were determined to solve.
Our job was to find those people, understand what made their stories worth telling, and build films around them that could connect the individual experience back to the larger Intuit brand without turning people into product testimonials.
11 brand films produced in one year.
The puppeteer
The independent chef
The knife sharpener
The hometown entrepreneur
The baseketball coach
Welcome to Inglewood
GLOBAL CAMPAIGN -ROBERT WOODS + LA PUBLIC SCHOOLS
TAKING THE STORY INTO THE COMMUNITY
Robert Woods + Intuit Job Readiness
Corporate Social Responsibility Partnership Campaign
Creative Production
Story Direction
Campaign Development
Talent & Partner Management
Cross-Functional Leadership
Content Strategy
MY ROLE
For one of our largest campaigns, Intuit partnered with Los Angeles native and Super Bowl champion Robert Woods to help bring its Job Readiness program to LA public schools.
The initiative used Woods' connection to Los Angeles to bring financial literacy, entrepreneurship, and job-ready skills to students while recognizing the educators already making an impact in their communities. Intuit's own coverage described the initiative as part of its work with LA-area schools around student career readiness.
I led creative production for the roughly $400K campaign, working across Intuit, NFL Player Relations, Robert and his team, education partners, creative collaborators, and production crews to turn the initiative into a connected campaign across film, educator stories, social content, and community activation.
100 teachers. 100 thank-yous.
The campaign expanded beyond the hero film to recognize 100 LA-area teachers for the impact they were making in their schools and communities.
DIFFERENT PEOPLE. DIFFERENT STORIES. ONE BRAND.
From entrepreneurs and educators to athletes and small business owners, the subjects changed constantly. The goal didn't: find the human story, understand why it mattered, and tell it in a way that could only feel like Intuit.