Your small business path made simple Hello Alice is an AI platform that guides ambitious yet underserved women, people of color, LGBTQ+ entrepreneurs, military-affiliated, and entrepreneurs with disabilities to funding, mentorship, and success. In partnership with Verizon, Hello Alice launched #BusinessForAll, a nationwide movement led by entrepreneurs and celebrities like Gwenyth Paltrow. Motto created a brand identity for Hello Alice that positions the company as a catalyst for “New Majority” business success. The team completed an expansive rebranding effort to drive ambitious growth goals and capture the true spirit of the brand. The rebrand included brand strategy, messaging, and a full scope visual identity system to take the pioneering women-led company into the future. The brand strategy was inspired by the name, which takes its inspiration from the Alice in Wonderland story. When Alice takes control of her own dream, her journey changes. The adventure, and the discovery is now hers to own and direct. She is free to define her path and pursue it. The Motto team defined Hello Alice’s customers (the entrepreneurs) as the Alices of the world, the explorers and adventurers, the daring believers who want to take control of their dreams. Starting a business is a grand adventure, but there are obstacles around every turn. Because of systemic inequality, these obstacles are far greater for those in the New Majority. The hardships and rollercoaster of emotion they create prevent too many great businesses from ever reaching the light of day, and too many aspiring entrepreneurs from ever realizing their dreams. Hello Alice provides connections, capital, and confidence new entrepreneurs need to start a business, grow it, and thrive. ‘Own Your Adventure’ is Hello Alice’s rally cry– the key message that encapsulates the essence of the brand. It’s the most valuable promise it makes to their community: connect ambitious yet underserved entrepreneurs with the connections, capital, and confidence they need to launch, grow, and thrive. The brand symbol is Alice’s guide, the rabbit, used as a tool to bring the strategy to life. This led to a whole new way of looking at Hello Alice’s community of curious, resourceful, and experienced wayfinders. The illustration style is fun and whimsical to reflect the many adventures in business.