QuickBooks Connect Global Tour
AT-A-GLANCE
Client: Intuit
Venue: San Jose Convention Center
Scale: 3,800+ US attendees with an additional 1,500+ in London and Sydney markets
Format: In-person – physical main stages, breakouts, activations, expos and evening event
Role: Senior Graphic Designer
Team Led: Graphics, spatial, and production artists
Engagement: Visual direction through identity concept development to final delivery
Client: Intuit
Venue: San Jose Convention Center
Scale: 3,800+ US attendees with an additional 1,500+ in London and Sydney markets
Format: In-person – physical main stages, breakouts, activations, expos and evening event
Role: Senior Graphic Designer
Team Led: Graphics, spatial, and production artists
Engagement: Visual direction through identity concept development to final delivery
THE BRIEF
Led graphics, motion, and visuals across a global campaign to the flagship conference. Translation of key visuals to key markets with a new identity for the San Jose event.
QuickBooks Connect is Intuit's flagship conference for the people who run small businesses and the accountants and developers who work alongside them — 5,000+ attendees a year across a multi-city program. For this expansion, the challenge was twofold:
1. Variable Venues: A standard convention center in San Jose, a historic dock in London, and a working sports stadium in Sydney. Three completely different floor plans and three different sets of physical constraints to design around.
2. Audience Connection: A UK launch and an APAC launch couldn't feel like the US event in translation. The brand had to read as local in each market without losing the through-line back to QuickBooks.
MY ROLE — Senior Graphic Designer2. Audience Connection: A UK launch and an APAC launch couldn't feel like the US event in translation. The brand had to read as local in each market without losing the through-line back to QuickBooks.
Led graphics, motion, and visuals across a global campaign to the flagship conference. Translation of key visuals to key markets with a new identity for the San Jose event.
• Establishing workflows and project mapping across design team and production artists
• Translation of brand system into global market strategy
• Development of refreshed visual direction for flagship event
• Oversight on environmental, print and digital design elements
• Activation and engagement ideation
• Translation of brand system into global market strategy
• Development of refreshed visual direction for flagship event
• Oversight on environmental, print and digital design elements
• Activation and engagement ideation
LONDON
Tobacco Dock, March 6-7
Tobacco Dock, March 6-7
SYDNEY
Sydney Cricket Grounds, May 18
Sydney Cricket Grounds, May 18
SAN JOSE
San Jose Convention Center, November 15-17
San Jose Convention Center, November 15-17
The Strategy: A Global + Modular System
We built an adaptive visual system: core Intuit branding as the anchor, room to flex for each market. Stock imagery got swapped for photography of actual local customers, and the copy treatment shifted to local vernacular — so attendees in London weren't reading word choices that had been workshopped in San Jose. On venues, we worked with what each city gave us. The dock in London and the stadium in Sydney brought their own character; we leaned into both rather than designing past them.
London
Sydney
San Jose
After two international markets had landed, the flagship San Jose event was where we pushed the system further. The brief was to keep building on what was working internationally while raising the visual and experiential bar for the home audience.
CREATIVE OBJECTIVE
Make the QuickBooks ecosystem tangible across the convention center — through branding, activations, networking, and the messaging running between them.
Make the QuickBooks ecosystem tangible across the convention center — through branding, activations, networking, and the messaging running between them.
VID Development
Surface Planning
We mapped a full signage plan around venue requirements, attendee flow, and the spots where branded moments would do the most work. Production workflows kept communication clean between the design team, Intuit, and the vendors making the work real.
Creative Execution
Environmental design wrapped the San Jose Convention Center, with lounge spaces built for the kind of unstructured conversation conferences usually leave to chance.
Interactive tech experiences asked attendees to think about where small business is heading next, and showed the specific places QuickBooks fits into that future.
The Results: A Blueprint for International Growth
The system held across all three markets, with each one feeling local rather than imported.
LONDON SOLD OUT
1,200+ attendees in London, ahead of initial projections.
UK BRAND LIFT
Post-event surveys showed a 30-point Net Promoter Score increase in the UK market, with respondents attributing the shift directly to the localized event experience.
LONDON SOLD OUT
1,200+ attendees in London, ahead of initial projections.
UK BRAND LIFT
Post-event surveys showed a 30-point Net Promoter Score increase in the UK market, with respondents attributing the shift directly to the localized event experience.
PROGRAM RENEWED
Intuit re-invested the international program for the following cycle, with this visual system set as the standard for future market expansion.
Intuit re-invested the international program for the following cycle, with this visual system set as the standard for future market expansion.
CREDITS
Agency
– Agency EA
– Agency EA
Graphics
– Jennifer Golz
– Jennifer Golz
Spatial
– Rudy Arroyo
– Pawel Puchniewicz
– Asia Ligas
– Rudy Arroyo
– Pawel Puchniewicz
– Asia Ligas
Print Production
– Shalini Chadha
– Samantha Levine
– Shalini Chadha
– Samantha Levine