Hello Alice
Strive Campaign

Date

2022-2023

Responsibilities

Creative Direction

UI Design

Art Direction

The Brief

Overview

Hello Alice partnered with Mastercard to launch the Strive program connecting Black and underrepresented small business owners with resources, funding, and opportunities to grow. I led the visual design for the campaign, creating a flexible look and feel that could work across different cities while staying connected to the Hello Alice brand.

Approach

The challenge was to build a recognizable campaign identity within Hello Alice's established brand system while making the Strive initiative feel distinct and adaptable across different cities and touchpoints. The experience also needed to make the program's resources and opportunities easy for small business owners to discover and navigate.

Impact and Results

  • Designed landing page experiences for the Strive initiative driving a 30% increase in nationwide participation

The Brief

Overview

Hello Alice partnered with Mastercard to launch the Strive program connecting Black and underrepresented small business owners with resources, funding, and opportunities to grow. I led the visual design for the campaign, creating a flexible look and feel that could work across different cities while staying connected to the Hello Alice brand.

The Challenge

The challenge was to build a recognizable campaign identity within Hello Alice's established brand system while making the Strive initiative feel distinct and adaptable across different cities and touchpoints. The experience also needed to make the program's resources and opportunities easy for small business owners to discover and navigate.

Impact and Results

  • Designed landing page experiences for the Strive initiative driving a 30% increase in nationwide participation

Landing and Registration Pages

Landing and
Registration Pages

The landing page served as the central destination for the Strive initiative, bringing the program's resources and opportunities together in one place. I designed the experience to communicate the program clearly, establish a consistent visual hierarchy, and guide small business owners toward relevant information and next steps—all within the Hello Alice brand system.

The registration page gave Strive members a dedicated place to discover and sign up for upcoming events. Previously, event information was shared primarily through social media, leaving members without a centralized resource for future events. Following its launch, Strive saw a significant increase in event attendance, helping more small business owners connect with the program.

Illustration Art Direction

I art directed a series of custom illustrations representing each city participating in the Strive initiative. Working with an illustrator, I translated the Hello Alice brand style and color palette into a cohesive visual language while giving each city its own identity. Through research, we identified recognizable local landmarks to incorporate into each illustration, creating visuals that celebrated individual communities while maintaining a consistent look across the campaign.

Marketing Assets

I art directed a series of custom illustrations representing each city participating in the Strive initiative. Working with an illustrator, I translated the Hello Alice brand style and color palette into a cohesive visual language while giving each city its own identity. Through research, we identified recognizable local landmarks to incorporate into each illustration, creating visuals that celebrated individual communities while maintaining a consistent look across the campaign.

Marketing Print Assets

Designed print collateral and branded merchandise for Hello Alice’s Strive initiative with Mastercard, including event signage, promotional materials, attendee swag, and branded giveaways. Created cohesive designs across physical touchpoints to strengthen brand recognition and deliver a consistent experience at enterprise events and nationwide activations.

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©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