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Quoted in ArtDirectors.io: What Branding Challenges Have You Faced?

Andy Brenits

Principal, Brenits Creative

Andy Brenits shares a branding case study in ArtDirectors.io’s expert roundup, “What Branding Challenges Have You Faced?” He explains how a gamified, user-centered brand strategy for complex financial software helped elevate the user experience and contributed to the company’s acquisition by EY.
Quoted in ArtDirectors.io-What Branding Challenges Have You Faced

I’m proud to be included in a recent expert roundup on ArtDirectors.io, where I shared insights on a standout branding challenge from my consulting career.

In this feature, I discussed a project where we applied gamification to simplify a highly technical software product used for Transfer Pricing compliance. By introducing a character-based interface and intuitive visual language, we transformed a complex user experience into something both functional and engaging for tax professionals. The result? A stronger market presence and eventual acquisition by EY, one of the Big Four accounting and advisory firms.

This project is a great reminder that thoughtful, user-focused branding can do more than differentiate—it can drive real business outcomes.

? Read the full article here

I’m Andy Brenits, a brand and business growth strategy advisor. I work with business owners and leaders who want clearer thinking around brand, marketing, and growth—before time, money, or momentum are wasted.

My perspective is shaped by nearly 30 years of experience across brand strategy, creative leadership, teaching, and in-house roles inside complex organizations. I write about how strategy actually works in the real world, with a focus on clarity, judgment, and better decision-making over tactics or trends.

These insights are for people responsible for meaningful decisions and long-term outcomes, building thoughtful brands and sustainable businesses one clear move at a time.

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