Hello was growing quickly and needed the digital experience to keep pace with that growth. As the brand expanded, parts of the go to market platform were starting to feel stretched, especially where brand, UX, and conversion needed to work together.

They brought me in as outside creative to help tighten that foundation. I was able to step in quickly, assess where the experience was breaking down, and align the visual language and UX so the platform better supported launch, discovery, and scale without losing what made the brand distinctive.

The brand came first, but it could not get in the way of clarity. Hello’s personality is bold and playful, which works as long as people can still find what they need and understand what they are buying.

I focused on keeping the experience simple underneath the surface. The layouts, flows, and hierarchy did the heavy lifting, which gave the brand room to show up without causing confusion. That way the site felt like Hello, but still worked cleanly as a shopping and discovery experience.

Toothpaste is a crowded category, and most people are already loyal to big, familiar brands. I made a conscious decision not to compete with those brands on their terms.

Instead, I focused on attracting a different audience by leaning into what made Hello distinct. The fun factor around flavors and charcoal created interest, and I paired that with clear education around quality and the all-natural ingredients to build trust.

I deprioritized anything that tried to position Hello as just another version of a big legacy brand. If it did not help introduce the product to a new market or make the switch feel appealing, it was not the priority.

Even though I came in as an outsider, I treated it like I had already been there for months. I jumped into the work, asked a lot of questions, and got comfortable with the product and goals fast.

I shared ideas early, stayed easy to work with, and kept things moving without a lot of ceremony. The goal was simple. Make it feel like I was part of the team, not someone dropping in from the outside.

Surprisingly clean. It is not gritty or weird, and it does not taste like you are brushing with a campfire. The flavor is mild, and minty, and way more normal than people expect.

One honest note though. Charcoal toothpaste can get messy. Pro tip, brush your teeth in the shower.