Intuit Connect
AT-A-GLANCE
Client: Intuit
Venue: Aria Convention Center, Las Vegas
Scale: 3,250+
Format: In-person – physical main stage, breakouts, activations, expo and evening event
Role: Creative Director
Team Led: Strategy, graphics, spatial, print and fabrication production leads
Engagement: Concept through onsite execution
Client: Intuit
Venue: Aria Convention Center, Las Vegas
Scale: 3,250+
Format: In-person – physical main stage, breakouts, activations, expo and evening event
Role: Creative Director
Team Led: Strategy, graphics, spatial, print and fabrication production leads
Engagement: Concept through onsite execution
THE BRIEF
Intuit Connect 2025 brought 3,250+ accountant leaders to Las Vegas for three days of programming. The 2025 theme was Force Multiplier — Intuit's AI offering positioned as something that scales human judgment rather than replaces it. The brief was to make that idea visible everywhere across the Aria: stage, booth, expo to evening event. Accountants read a room fast and read details closely, so the design had to hold up under inspection without feeling cold.
Intuit Connect 2025 brought 3,250+ accountant leaders to Las Vegas for three days of programming. The 2025 theme was Force Multiplier — Intuit's AI offering positioned as something that scales human judgment rather than replaces it. The brief was to make that idea visible everywhere across the Aria: stage, booth, expo to evening event. Accountants read a room fast and read details closely, so the design had to hold up under inspection without feeling cold.
MY ROLE — Creative Director
Led nine creatives across strategy, graphics, motion, and spatial, working alongside Intuit's in-house creative team. Owned the brand translation from concept visuals to built environment.
Led nine creatives across strategy, graphics, motion, and spatial, working alongside Intuit's in-house creative team. Owned the brand translation from concept visuals to built environment.
• Set up workflows and project mapping across seven design and spatial workstreams
• Built the end-to-end experience strategy and attendee engagement plan
• Brought the Intuit design team into the workflow and kept the collaboration tight
• Led booth planning and the fabrication strategy
• Ran point on fabrication and signage execution
• Built the end-to-end experience strategy and attendee engagement plan
• Brought the Intuit design team into the workflow and kept the collaboration tight
• Led booth planning and the fabrication strategy
• Ran point on fabrication and signage execution
Building the Visual System
The Multiplier concept established a visual language that would hold across hundreds of touchpoints. It was built around bold color and a set of geometric forms designed to repeat and stack. The motifs carried across every medium: oversized signage, custom-fabricated builds like the light-refracting Intuit Connect sign, and the stage graphics.
LAYERED EXECUTION
The motifs landed everywhere: large and small-scale print, custom activation builds, full-scale art installations, and the AV graphics on stage.
COLOR AND FINISH DISCIPLINE
Maintained brand consistency by color and finish checks throughout the full planning cycle, ensuring every adjacent build matched when they landed on the floor together.
The motifs landed everywhere: large and small-scale print, custom activation builds, full-scale art installations, and the AV graphics on stage.
COLOR AND FINISH DISCIPLINE
Maintained brand consistency by color and finish checks throughout the full planning cycle, ensuring every adjacent build matched when they landed on the floor together.
Main Stage, Multiplied
Main stage carried the headline story: Intuit's AI strategy and the human intelligence working alongside it. We pushed hard on screen real estate so the content had room to land, and pulled the same geometric language into scenic and lighting design. Walking from the expo into the keynote, nothing felt like it had been designed by a different team.
Intuit Booth
The booth was where the keynote story got hands-on. The main stage made the pitch; the booth was the proof — product demos people could walk through and try.
We designed the booth as a kit of parts. Demo content was still being finalized when fabrication kicked off, so we built a neighborhood-and-demo-menu framework that could flex without losing the design. Materials did the heavy lifting: fluted polycarbonate, powder-coated metal, and real 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 through in advance to ensure a smooth installation onsite.
The final result was an 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 doubled in size and accommodated a large flow of attendees throughout all three days of the event.
Experience Extensions
We took features attendees already wanted — professional headshots, in particular — and built them out as design moments. The result was the Colorful Connections wall, a color-field photo setup that took the standard event headshot and made it something people actually wanted to share. It became one of the more photographed spots in the room.
TREAT YOURSELF
The same design discipline ran through the Treat Yourself area, where the small touches did the heavy lifting. The space added a beat of the unexpected to the expo floor and pulled traffic toward the surrounding booths and sponsors.
The same design discipline ran through the Treat Yourself area, where the small touches did the heavy lifting. The space added a beat of the unexpected to the expo floor and pulled traffic toward the surrounding booths and sponsors.
ConnectFest Evening Event
ConnectFest closed the week at the Jewel nightclub. We pulled themes of light, shadow, and refraction into the venue design and added a frankly absurd number of mirror balls. Three hours, a live DJ, performers, and a crowd that had been talking AI strategy for two days finally cutting loose.
The Results
Connect 2025 moved Intuit's AI story from headline to roadmap.
INDUSTRY RANKING
Named one of the Top 7 Must-Attend Accounting Conferences of the year, with the AI programming called out specifically.
INDUSTRY RANKING
Named one of the Top 7 Must-Attend Accounting Conferences of the year, with the AI programming called out specifically.
EDUCATIONAL IMPACT
98% of attendees said they gained new ideas for their business. 96% left with tools they could apply right away.
98% of attendees said they gained new ideas for their business. 96% left with tools they could apply right away.
PLATFORM LAUNCH
Connect was the public launchpad for Intuit Intelligence, the new system powering the Accountant Suite and Enterprise ERP solutions.
Connect was the public launchpad for Intuit Intelligence, the new system powering the Accountant Suite and Enterprise ERP solutions.
CREDITS
Agency
– Agency EA
– Agency EA
Graphics
– Kevin Deasey
– Anthony Guagliardo
– Logan Doyle
– Kevin Deasey
– Anthony Guagliardo
– Logan Doyle
Spatial
– Jesse Woodhull
– Jenna Petri
– Dennis Palmadessa
– Jesse Woodhull
– Jenna Petri
– Dennis Palmadessa
Strategy & Copy
– Katybeth Trapp
– Allyssa Garrison
– Carolina Jaramillo
– Katybeth Trapp
– Allyssa Garrison
– Carolina Jaramillo