Info
You didn’t sign up for an interview, but here we are.
— Say hi, to Hello
What was Hello trying to solve when you came in, and why did they bring in outside creative?
Hello was growing quickly, and the digital experience needed to keep up. As the brand expanded, parts of the go-to-market platform began to strain, especially where brand, UX, and conversion had to work together.

They brought me in as an external creative to strengthen that foundation. I quickly identified where the experience was breaking down and aligned the visual system and UX so the platform better supported launch, discovery, and scale without losing what made the brand distinctive.
How did you balance brand personality with usability and conversion?
The brand came first, but not at the expense of clarity. Hello’s personality is bold and playful, which only works if people can still find what they need and understand what they are buying.

I kept the underlying experience simple, using layout, flow, and hierarchy to do the heavy lifting so the brand could stand out without creating confusion. The result felt like Hello while still working cleanly as a shopping and discovery experience.
What parts of the experience did you focus on first, and what did you intentionally deprioritize?
Toothpaste is a crowded category, and most people are loyal to familiar brands, so I did not try to compete on their terms.

I focused instead on what made Hello different. The playful flavors and charcoal drew people in, while clear education around quality and natural ingredients built trust.

I avoided anything that made Hello feel like just another legacy brand. If it did not help bring in new customers or make switching feel worthwhile, it was not a priority.
How did you collaborate with Hello’s internal team as an external partner?
Even though I came in as an outsider, I worked as if I had already been there for months. I jumped into the work, asked questions, and got up to speed quickly.

I shared ideas early, stayed easy to work with, and kept things moving. The goal was to feel like part of the team, not someone passing through.
Okay, but what does charcoal toothpaste actually taste like?
It’s surprisingly clean. Not gritty, not weird, and it definitely doesn’t taste like a campfire.

The flavor is mild and minty, far more normal than most people expect.

One honest note: charcoal toothpaste can get messy, so brushing in the shower is a solid move.