Relief for people busy doing another job.

Chello was entering the US market with a financial platform for small and mid-sized healthcare practices. Financial credibility alone would not explain its relevance.

The insight was that these customers were not unsophisticated; they were busy doing another job. I positioned Chello around relief and defined its personality as the smart colleague a practice wished it had.

As brand strategy and project lead, I developed the positioning, brand platform, verbal identity, and product language. “Boost your business” connected the customer’s ambition with the credit product.

The three-principle verbal identity extended into plain-language dashboard states, the Ello chatbot, and the “Boost now” action, connecting the brand promise with the product experience.

Visual identity and product design were led by other team members.