Intuit Connect
Client: Intuit
Brief: Intuit Connect 2025 served as the premier destination for accountant leaders from tech-forward medium and large firms to connect, learn, and grow. Anchored by the year’s theme, "Force Multiplier," the overarching brief was to position the Intuit platform as a strategic catalyst that amplifies human intelligence through innovation. We utilized design-forward thinking to create and event that maintained high energy while providing the intimate, high-touch, and purposeful environments required for critical year-over-year networking. We transformed the vast Aria  environment into a series of curated, high-fidelity touch-points that felt both human and future-ready.
Role: Creative Director
– Workflows, project mapping,  Intuit design team integration
– E2E experience strategy & attendee engagements
– Flagship booth strategy
– Fabrication development & signage execution
Design-forward Thinking
Our design-forward strategy anchored the "multiplier" concept in a foundational language of bold color, geometric forms, and premium materials. We meticulously carried layered, repetitive motifs across every touchpoint—from high-fidelity print to custom-fabricated installations like the light-refracting "Intuit Connect" sign—to ensure the narrative felt tangible throughout the ARIA.
Layered Execution: Applied the repetitive motifs across all mediums, including large and small-scale print, custom-fabricated activation builds, and immersive art installations.
Technical Precision: Maintained brand consistency by color and finish checks throughout the full planning cycle, ensuring complex builds like the flagship booth met the highest standards of technical integrity.
Main Stage, Multiplied
Main stage served as the event's primary story driver – the central platform where the core message of AI and "HI" (Human Intelligence) was shared alongside Intuit’s vision for the future of the accounting industry. To ensure the narrative was delivered with high impact, we placed a significant focus on optimizing massive screen real estate. We also put new emphasis on adding scenic and lighting design, which acted as a seamless physical extension of the geometric motifs found throughout the spaces.
Intuit Booth
While the main stage served as the heart of Intuit's storytelling, the flagship booth functioned as the platform’s physical core. It translated main-stage inspiration into immersive product deep-dives. This manifestation of the ecosystem bridged the gap between high-level vision and application, allowing attendees to experience the ecosystem firsthand.
The booth’s design and fabrication strategy centered on a "spatial toolbox" approach, prioritizing flexibility alongside premium finishes. By utilizing a neighborhood and demo menu framework, we allowed the environment to remain fluid as product development was finalized in real-time. This modularity ensured the booth could adapt to evolving technical needs while maintaining a sophisticated aesthetic defined by fluted polycarbonate, powder-coated metal, and high-end wood finishes.
Creative partnered closely with production throughout the full planning cycle. A series of regular meetings and in-person site visits with fabricators ensured finishes, details and adjustments were thought though in advance to ensure a smooth installation onsite.
The final result was a immersive and branded space that felt like a natural extension of the Intuit brand and ecosystem. From previous years, the new Intuit booth space was double in size and accommodated a large flow of attendees throughout all three days of the event. 
Experience Extensions
Rather than standard event features, we added a unique Intuit twist to well-rounded ideas already known and loved by accountants—such as professional headshots. This resulted in the "Colorful Connections" wall, where color-field photography celebrated individual identity through a design-forward lens. The end result championed the individual attendees and became a natural extension of the even narrative and design language.
Curated Hospitality: The design-lead philosophy extended to the "Treat Yourself" area, where meticulously crafted "delighters" transformed a standard hospitality moment into a premium brand experience. The space added a bit of the unexpected to the expo hall and drove traffic to the surrounding booths and sponsors. 
ConnectFest Evening Event
ConnectFest, an evening celebration hosted at the Jewel nightclub, transformed the professional momentum of the week into a high-energy social finale. Inspired by themes of light, shadow and refraction, our team elevated the venue with custom installations and countless added mirror balls to create a shimmering, immersive atmosphere. This three-hour party featured a live DJ and vibrant performers, allowing attendees to celebrate and come together in a curated, premium environment.
The Results: 
The 2025 event successfully transitioned the brand from "AI hype" to "AI action," with significant professional and commercial impact:
Top Industry Ranking: Intuit Connect 2025 was consistently named one of the "Top 7 Must-Attend Accounting Conferences" for the year, recognized specifically for its ability to bridge the gap between abstract AI potential and practical implementation.
Educational Impact: 98% of attendees reported gaining new ideas for their business, and 96% left with tools they could immediately apply.
Platform Growth: The conference served as the launchpad for "Intuit Intelligence," a new system of intelligence powering the Accountant Suite and Enterprise ERP solutions.
Commercial Momentum: Contributed to a strong fiscal year where Intuit saw 16% total revenue growth.
Credits:
Agency
– Agency EA
Graphics
– Kevin Deasey
– Anthony Guagliardo
– Logan Doyle
Spatial
– Jesse Woodhull
– Jenna Petri
– Dennis Palmadessa
Strategy & Copy
– Katybeth Trapp
– Allyssa  Garrison
– Carolina Jaramillo

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