This was the first multimedia encyclopedia ever introduced to the consumer market, so customers didn’t understand what they would be getting. This uncertainty, coupled with the initial $1,000 price tag, required a package that communicated the software’s enormous depth and value. This custom design allowed the package to be used as a sales kit and a point of purchase display.
This logo for high-end color printer needed to work on hardware products as well as in the print applications. It also needed to work in conjunction with the parent company EFI’s identity that we had also designed. The graphic representation of pages communicated printed output while the red color symbolizes heat and works with the Fiery name.
TurboTax’s well-recognized packaging look had been copied by the competitor. Turbotax was forced to take a strong competitive stance. It started with three phases of research which identified the key marketing messages and solidified a design strategy. The new branding system communicates continued quality while setting TurboTax apart from the look-alike competition.