Situation

HL2 has partnered with H&R Block to market its DIY tax software (originally TaxCut) since 2003, helping the brand claim precious market share from chief rival TurboTax. In 2009, we developed the next step in the evolution of the H&R Block DIY brand: H&R Block At Home. Encompassing both online and software tax prep products, this compelling new product was branded entirely by HL2—our efforts included naming, identity, consumer packaging, retail channel marketing, and myriad sales support deliverables. But with the change came a new set of challenges: Would the new product appeal to customers new and old? And would H&R Block continue to take market share from TurboTax?

Approach

Targeting tech-savvy DIYers who value ease of use and confidence, we developed a simple clarion call to guide the development of all marketing materials: “The expertise behind H&R Block do-it-yourself products empowers me to do my taxes myself regardless of my tax situation.” Accordingly, the new H&R Block At Home name and brand vocabulary leveraged the heritage, expertise and market awareness of H&R Block, providing a seamless client experience across all channels. And the packaging, POP, and sales materials, meanwhile, drew from a clean, sophisticated design to break through retail clutter, further differentiate H&R Block from TurboTax and inspire customer loyalty.

Outcome

H&R Block At Home launched in the 2009–2010 tax season. Final sales figures are not yet available, but early season sales results are exceeding expectations. Research confirms that the new name, messaging and brand photography clearly communicate tax expertise and enhance customer comfort levels with the product. Retailers have reported successful adoption of the new on- and offline sales tools.