February 2023

For Hello Coach, I led the creative direction of a full rebrand and product redesign, reshaping the platform to better serve both coaches and clients. I refreshed the visual identity, clarified the brand voice, and redesigned the core product experience to improve onboarding, session discovery, scheduling, and information hierarchy across the platform. The goal was to make coaching feel more human, more trustworthy, and easier to engage with at every touchpoint.

Alongside the rebrand, I redesigned the product interface to address key usability challenges, introducing clearer navigation, improved data presentation, and a more cohesive design system that scaled across individual and enterprise use cases. To extend the platform’s value, I also designed an experimental LLM powered coaching experience, Project Ava, exploring how conversational AI could support reflection, goal setting, and continuity between sessions. Together, the work repositioned Hello Coach as a modern, human-centred coaching platform that blends thoughtful design with emerging AI capabilities.