Two nationwide
brands.

As a sole contributor, I brought ideas to life across HTML5 display, social media, photography direction, and customer education.

Explore the work ↓

From the first idea
to the final export.

My role was hands-on from concept through production: designing the layouts, building the motion, refining imagery, and adapting creative for the places it needed to live. TaxSlayer spoke to people filing their own taxes. TaxSlayer Pro spoke to the professionals building a business around them.

TaxSlayer

Confident, energetic creative that turns tax season into a reason to act.

TaxSlayer Pro

Product-focused storytelling for tax professionals, with a distinct audience and a different conversation.

Hundreds of ads.
Every size matters.

HTML5 display was a major part of my work. I built animated ads that move from a clear opening message to a focused call to action, balancing timing, typography, and the realities of a very small space.

613archive ad entries

10display sizes

190archived HTML5 exports

A production engine for revenue-driving campaigns. I adapted messages across rectangles, skyscrapers, leaderboards, and mobile banners—building the volume and consistency needed to support nationwide acquisition at scale.

Two identities.
In motion.

Distinct animated identity pieces for TaxSlayer and TaxSlayer Pro.

Pro Standard Card

Standard tagline

MOTION TOOLKIT

A system around the signature.

Animated utility icons, branded backgrounds, title motion, dynamic numbers and transitions carried the identity into everyday product moments and campaign work.

UTILITY ICONS

Small moments, same motion language.

BACKGROUND SYSTEM

Branded backdrops

DYNAMIC TYPE

Numbers in motion

TITLE PRESETS

Type with a point of view

TRANSITIONS

Movement between moments

Complex topics.
Clear understanding.

Turning educational material into accessible animation was a major undertaking in my role. I worked through dense information, broke it into manageable ideas, and used visual storytelling and pacing to make it easier for customers to understand. The goal was to make useful guidance approachable, so customers could find the information they needed and feel more confident about their taxes.

When are my taxes due

Do Renters Qualify for Tax Deductions

How many years can I file back taxes

Taxes for Teens

What to do with your W-2

Filing a 1099 and W2

Tax Breaks for Renters

Can I Claim My Dependent Who Works

Tax Prep Checklist

Understanding a W-4 and withholdings

Filing Taxes as a Remote Employee

Cheapest Way to File Taxes Online

How to Organize Your Receipts and Records

Do I have to pay taxes on unemployment

Business Tax Basics for the Newly Self-Employed

Statutory Employee Taxes

I don’t have my W-2

How to file taxes for free

Why You Might Get a 1099-K

Before the camera.
A clear direction.

The 2021–2022 photo-shoot brief brought the creative direction into focus: who we were speaking to, how the brand should feel, and the moments the photography needed to capture. A shared reference for building a consistent library of campaign imagery.

The image is
part of the message.

Photography direction connected the shoot to the campaign. I considered how composition, color, and contrast would support the message, then refined the imagery for the final layouts.

Two customers working together on a tax return at home

Customer comfortably filing taxes on a laptop at home

A guide to
File Fearlessly.

I refreshed TaxSlayer’s 2022 product guide with a clear digital story, updated brand presentation, and an approachable path through the company and its product.

PRODUCT GUIDE · 2022

Review Guide Refresh 2022

A compact overview of TaxSlayer’s story, product, and filing experience—designed to make the details easy to explore.

Download the PDF ↓

Room for a
deeper story.

For TaxSlayer Pro, I also designed whitepapers that give complex information a clear path. Page layouts, typography, and imagery work together to make longer content approachable, useful, and recognizably part of the brand.