America’s small business owners need a resource to help them launch, learn and grow their businesses. Inclusive entrepreneurship is a massive opportunity for business owners, the organizations that support them, corporations, and the government. The Hello Alice model aligns all of these interests around a mutual objective: to see small business owners succeed. Using predictive technologies, Hello Alice members receive access to funding, education, and community to build their dream.
The vision for Hello Alice is vast, with many constituents, which made their business highly complex. To become the premier brand and resource for small business owners and a global thought leader for governments, corporations, and organizations that support them, Motto® was hired to simplify and communicate the difference and value for each audience: enterprise partners and small business owners.
Idea Worth Rallying Around™
Informed by research and collaborative work sessions, Motto® worked with Hello Alice’s leadership team to create a brand strategy, messaging, visual identity, and more that connected all the dots and addressed short and long-term strategic goals. Our work together had sweeping impacts and served as a compass for key business decisions beyond the project.
Words from the client
Let's work together“Motto® is an incredible extension of Hello Alice as we've grown from idea to market leader. Their strategic guidance and brand visualization of our mission are core to that growth. Their ability to translate big, complex ideas into messages that resonate with our audiences is invaluable.”
Immersion is the necessary work of digging into purpose, vision, and values to help the founders rally around who they are at the core, enabling them to cultivate a passionate community of kindred spirits. We worked shoulder-to-shoulder with the Hello Alice leadership to connect the dots of the product to the small business journey. This helped us stabilize the brand’s position and communicate the right message across every touchpoint.
The name is at the core of our Hello Alice strategy—a word full of possibility inspired by the Alice in Wonderland story. In the books and films, Alice explores a new world, where sometimes she feels big, sometimes she feels small, and there is something new and curious at every turn. These ideas aligned well with a small business owner’s entrepreneurial journey and drove most of our strategic work.
The Hello Alice brand personality spurs action. It doesn’t speak to sell. It speaks to empathize and build deep connections. We chose to speak as a ‘Seasoned Wayfinder’, an advocate for risk-takers and underdogs, showing us the way through unfamiliar territory. We speak with a confident, inclusive, and intelligent voice designed to educate and energize.
Building on the strategy further through a cohesive identity, Motto® set out to communicate Hello Alice’s actual differences through a vibrant, enchanting visual world. We wove the rabbit symbol into our optical brand system, built an accessible color palette, and activated their personality across digital and printed touchpoints.
From strategy to visual to activation, Motto® led Hello Alice through a go-to-market plan that supported their internal team. From the art direction of Alice in Wonderland theme illustrations to a refreshed digital presence, we oversee new ideas as they develop. We also designed the Hello Alice Small Business Mastercard – a small business credit card to break longstanding barriers to financial health.
