Tax Payers Evaluation on Reasoning for Non-Filers
Internal Revenue Service (IRS)
For this IRS outreach initiative, I collaborated closely with Creative Lead Angela Devlin, researchers, and cross-functional teams to design a series of informational mailers aimed at encouraging timely tax filing. The challenge was creating materials that felt clear, approachable, and trustworthy, helping audiences better understand the filing process without feeling overwhelmed.
To shape the creative direction, I participated in focus group sessions and reviewed firsthand feedback on early marketing concepts and messaging. Those insights helped guide the design process, allowing us to refine visuals, hierarchy, and communication strategies to ensure the mailers effectively connected with audiences and clearly communicated the importance of filing on time.
The creative process involved multiple rounds of exploration, testing different visual directions, messaging approaches, and layout systems to find what resonated most with audiences. Feedback from focus group participants played a key role in refining the mailers, helping us create materials that felt more engaging, trustworthy, and actionable.
