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TL:DR - Andy Brenits shares a branding case study in ArtDirectors.io’s expert roundup, “What Branding Challenges Have You Faced?” He explains how a gamified, user-centered brand strategy for complex financial software helped elevate the user experience and contributed to the company’s acquisition by EY.

Quoted in ArtDirectors.io: What Branding Challenges Have You Faced?

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.

👉 Read the full article here

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