OBJECTIVE
Position a premium accounting solution as the ultimate power-up for high-performing accountants, shifting the narrative from basic utility to expert-level mastery.
CHALLENGE
Overcoming the "it's just more software" skepticism among experienced accountants in the APAC market. The creative needed to balance the professional gravitas of Intuit QuickBooks with a cinematic, "bold + funny" tone that resonated culturally without feeling kitschy.
The approach
User research and regional interviews informed a design strategy centred on the Master archetype. The UI design bridged cultural storytelling with digital utility, positioning the platform as a modern compass for financial success. Assets were crafted for a mobile first experience to ensure engagement while maintaining a premium aesthetic.
IMPACT
Over 1.44 million clicks, 371 million people reached, 1.44 million clicks, hitting 14x CTR benchmarks and 97.8% completion rate. Successfully repositioned QuickBooks Online Advanced as a premium professional tool in APAC region.
client
Quickbooks
Year
2025
service
Design lead, Research, Animation
