Creative insight:
A primary feature meant to retain past CKT filers was Jumpstart: An auto-population software saving filers time by auto-filling basic tax forms. This was a big chunk of revenue for CKT. We grabbed these filers with a memorable experience. When design presented our rocket/turtle concept, smiles and chuckles weren’t far behind.

Branding opportunity: When we started, I noticed CKT’s premium features (100% Max Refund Guarantee, 100% Accurate Calculations Guarantee, Jumpstart, Error Double-Check, Audit Defense) were all in sentence case and lost in body copy. I immediately suggested these items, unique to CKT, become recognition points, bumped up to title case, and moved high in our content. In short, we branded these premium features, further setting CKT above our competitors.