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When a good colleague, Mariah Riney Caldwell, MBA, MS , recently tagged me in a playful “what I would do” campaign concept for H&R Block , it immediately sparked something familiar. I’ve always been drawn to the creative challenge of taking industries that are often seen as complex, dry, or “unsexy” and reimagining them in a way that feels human, engaging, and culturally relevant. Because the truth is, it’s not that these industries lack potential, it’s that they’re often

A case study in restraint: when clarity mattered more than a redesign.