Managing Ello's product & brand creation
In 2020, Ello was one of Sutro's first customers - as the team defined a new product, I led the creation and evolution of a new product & brand that scaled to over 10,000 families during my collaboration.
I managed multiple designers and guided a graphic/motion designer into becoming a full-stack product/brand designer, ultimately leading into a full-time role with the Ello team.
company
ello
Date
2020-2022
Role
Design manager via sutro
Defining a product
Ello sought to create an AI reading companion app for children - however, what that product entailed was completely undefined. Over the next ~3 months, I managed the process alongside the Ello team and 2 Sutro designers to create the initial product experience.
Defining a product
Ello sought to create an AI reading companion app for children - however, what that product entailed was completely undefined. Over the next ~3 months, I managed the process alongside the Ello team and 2 Sutro designers to create the initial product experience.
Defining a product
Ello sought to create an AI reading companion app for children - however, what that product entailed was completely undefined. Over the next ~3 months, I managed the process alongside the Ello team and 2 Sutro designers to create the initial product experience.
Early on, I worked with the Ello team to convert a rough product idea into a set of flows. We laid out initial ideas for gamification and interaction patterns.
Early on, I worked with the Ello team to convert a rough product idea into a set of flows. We laid out initial ideas for gamification and interaction patterns.
Early on, I worked with the Ello team to convert a rough product idea into a set of flows. We laid out initial ideas for gamification and interaction patterns.
I worked with Sergii Hohlov, a Sutro graphic/motion designer, on the character and scene design in order to land on the perfect elephant - Ello's team put the various designs in front of children and we saw the best response to the left elephant that ultimately became "Ello".
I worked with Sergii Hohlov, a Sutro graphic/motion designer, on the character and scene design in order to land on the perfect elephant - Ello's team put the various designs in front of children and we saw the best response to the left elephant that ultimately became "Ello".
We iterated on the character and scene design in order to land on the perfect elephant - Ello's team put the various designs in front of children and we saw the best response to the top elephant that ultimately became "Ello".
The product design process was an incredibly thorough challenge - creating a product that was easy enough for a 4 year old to use, exciting enough to entice a hesitant reader, and effective enough to build skills for the struggling reader.
I led design as Sergii supported to illustrate and animate the initial experience.
The product design process was an incredibly thorough challenge - creating a product that was easy enough for a 4 year old to use, exciting enough to entice a hesitant reader, and effective enough to build skills for the struggling reader.
I led design as Sergii supported to illustrate and animate the initial experience.
The product design process was an incredibly thorough challenge - creating a product that was easy enough for a 4 year old to use, exciting enough to entice a hesitant reader, and effective enough to build skills for the struggling reader.
I led design as Sergii supported to illustrate and animate the initial experience.
Brand Design
After the initial app creation, I led the brand definition process, exploring multiple directions with from fun to warm/caring to highly intelligent.
We knew that we had to balance between the parent and the child personas, but ultimately landed on a more subdued version of the "fun" direction - prioritizing the goal of making reading exciting for children.
Brand Design
After the initial app creation, I led the brand definition process, exploring multiple directions with from fun to warm/caring to highly intelligent.
We knew that we had to balance between the parent and the child personas, but ultimately landed on a more subdued version of the "fun" direction - prioritizing the goal of making reading exciting for children.
Brand Design
After the initial app creation, I led the brand definition process, exploring multiple directions with from fun to warm/caring to highly intelligent.
We knew that we had to balance between the parent and the child personas, but ultimately landed on a more subdued version of the "fun" direction - prioritizing the goal of making reading exciting for children.
brand positioning revamp
In 2023, the team tapped me to lead a revamp of their brand positioning and collaborate with Sergii on a new version of the website.
In a brand audit completed externally, they identified a need for a more clear focus on the "What," "How," and "Why" of Ello.
I defined these, focusing the brand more fully around the character of Ello and led a redesign based upon this.
brand positioning revamp
In 2023, the team tapped me to lead a revamp of their brand positioning and collaborate with Sergii on a new version of the website.
In a brand audit completed externally, they identified a need for a more clear focus on the "What," "How," and "Why" of Ello.
I defined these, focusing the brand more fully around the character of Ello and led a redesign based upon this.
brand positioning revamp
In 2023, the team tapped me to lead a revamp of their brand positioning and collaborate with Sergii on a new version of the website.
In a brand audit completed externally, they identified a need for a more clear focus on the "What," "How," and "Why" of Ello.
I defined these, focusing the brand more fully around the character of Ello and led a redesign based upon this.
I outlined a vision of a hero section that cleanly introduced the what (the character of Ello) and a vertical scrolling format that guided users through the "how".
I collaborated with Sergii, who brought the vision to life with animations.
I outlined a vision of a hero section that cleanly introduced the what (the character of Ello) and a vertical scrolling format that guided users through the "how".
I collaborated with Sergii, who brought the vision to life with animations.
I outlined a vision of a hero section that cleanly introduced the what (the character of Ello) and a vertical scrolling format that guided users through the "how".
I collaborated with Sergii, who brought the vision to life with animations.
Results
As a part of Ello's growth, my and Sutro's collaboration helped Ello secure nearly $23M in funding and scale to ~10,000 families (2023).
I also developed Sergii into a full-stack product and brand designer, ultimately transitioning into a full-time role with Ello.
Results
As a part of Ello's growth, my and Sutro's collaboration helped Ello secure nearly $23M in funding and scale to ~10,000 families (2023).
I also developed Sergii into a full-stack product and brand designer, ultimately transitioning into a full-time role with Ello.
Results
As a part of Ello's growth, my and Sutro's collaboration helped Ello secure nearly $23M in funding and scale to ~10,000 families (2023).
I also developed Sergii into a full-stack product and brand designer, ultimately transitioning into a full-time role with Ello.