I’m proud to be included in a recent expert roundup on ArtDirectors.io, where I shared insights on a standout branding challenge from my consulting career.
In this feature, I discussed a project where we applied gamification to simplify a highly technical software product used for Transfer Pricing compliance. By introducing a character-based interface and intuitive visual language, we transformed a complex user experience into something both functional and engaging for tax professionals. The result? A stronger market presence and eventual acquisition by EY, one of the Big Four accounting and advisory firms.
This project is a great reminder that thoughtful, user-focused branding can do more than differentiate—it can drive real business outcomes.
