Hello Alice
Brand Refresh

Hello Alice
Brand Refresh

Date

2022-2023

Responsibilities

Art Director

Illustrations

Visual Design

The Brief

Overview

Before my arrival, Hello Alice had embraced a whimsical, Alice in Wonderland-inspired aesthetic, with playful illustrations, its Ziggy mascot, clouds, and sparkles woven throughout its marketing. As the company grew, the visual language began to feel less sophisticated, creating an opportunity to evolve the brand into a more refined and versatile identity.

Approach

We matured Hello Alice’s visual language by balancing its playful personality with a more sophisticated mix of photography and illustration. The updated approach extended across digital, social, newsletters, and marketing communications, creating a more cohesive and versatile brand experience across channels.

The Brief

Overview

Before my arrival, Hello Alice had embraced a whimsical, Alice in Wonderland-inspired aesthetic, with playful illustrations, its Ziggy mascot, clouds, and sparkles woven throughout its marketing. As the company grew, the visual language began to feel less sophisticated, creating an opportunity to evolve the brand into a more refined and versatile identity.

Before my arrival, Hello Alice had embraced a whimsical, Alice in Wonderland-inspired aesthetic, with playful illustrations, its Ziggy mascot, clouds, and sparkles woven throughout its marketing. As the company grew, the visual language began to feel less sophisticated, creating an opportunity to evolve the brand into a more refined and versatile identity.

Approach

We matured Hello Alice’s visual language by balancing its playful personality with a more sophisticated mix of photography and illustration. The updated approach extended across digital, social, newsletters, and marketing communications, creating a more cohesive and versatile brand experience across channels.

We matured Hello Alice’s visual language by balancing its playful personality with a more sophisticated mix of photography and illustration. The updated approach extended across digital, social, newsletters, and marketing communications, creating a more cohesive and versatile brand experience across channels.

Visual Evolution of the Marcom Website

Visual Evolution of
the Marcom Website

Hello Alice’s early branding blended illustration and photography, later evolving around an Alice in Wonderland-inspired keyhole motif and more refined iconography. However, the marketing site lacked a cohesive grid and polished structure. Upon joining the team, I redesigned the site to align with the product design system, introducing a structured grid, refined typography, a consistent 3:2 image ratio, and a carousel while preserving the brand’s whimsical personality.

Current Marketing Assets

Above is a curated selection of Hello Alice’s marketing assets, featuring oblong-shaped illustrations and dynamic social graphics. These visuals align seamlessly with the marketing website, creating a cohesive visual identity.

What's Next?

As Hello Alice evolved, its visual identity needed to feel more mature and versatile. Inspired by the Forward Focus campaign, I explored a more refined direction that balanced photography with subtle illustration across social media, newsletters, and print marketing assets.

The social media concepts shown above apply this approach, creating a more polished, cohesive look while retaining the brand’s personality.

Newsletter Redesign Concept

For the proposed concept, I restructured the newsletter with a clear column grid, smaller text blocks for digital readability, and more prominent CTA buttons to improve navigation and engagement. The redesign also replaced childlike illustrations with photography, using light blue backgrounds to distinguish sections and subtle clouds to retain elements of Hello Alice’s original identity.

Keep scrolling to view the next project

©OLIVER YOO 2026

32.7792° N, -96.8089° W

©OLIVER YOO 2026

32.7792° N, -96.8089° W

©OLIVER YOO 2026

32.7792° N, -96.8089° W