Elevating a Market Leader Through Brand Strategy
Building the brand foundation for a high-growth tech company navigating IPO, category leadership, and product expansion.
Touchpoints
Associate Director of Design, responsible for brand strategy, design system development, creative direction, and IPO support.
Directed foundational brand initiatives including website redesign, partnership directory, investor materials, customer conferences, and go-to-market collateral.
Collaborated cross-functionally and with external partners to ensure alignment across product, marketing, video, and executive communications.
Led major brand initiatives, including Olo’s IPO debut, customer conferences, and expansion into new product categories.
Impact
Record-setting performance for Olo’s go-to-market team in FY22.
IPO debut among the most successful of the 2021 class.
Increased conversion and renewal rates through the Product and Renewal Guides.
Customer conference ranked best in the industry, reinforcing Olo’s leadership in restaurant tech.
Challenges
Olo’s rapid growth presented a series of brand and marketing challenges that needed to be addressed.
Inconsistent Brand Collateral: As the company scaled, marketing materials lacked a unified design language.
Evolving Product Suite: Acquisitions and new offerings required a flexible and scalable visual identity.
IPO Preparation: The brand needed to be positioned as a category leader on the national stage.
Strategic Initiatives
To address these challenges comphrensively, I led five key initiatives that redefined how Olo communicated its brand—internally, externally, and publicly.
01
Building a Unified and Scalable Design System
I developed a modular, extensible design system architecture tailored to support Olo’s expanding suite of products and acquisitions.
Developed brand guidelines that included both visual standards and messaging principles, driving consistency across campaigns and communications.
Applied those guidelines to campaigns, investor and executive materials, internal messaging, and brand-defining events to ensure cohesion in how the brand looked and sounded.
Implemented visual systems that enabled discoverability and scalability, improving efficiency for cross-functional teams and new hires.
Led adoption efforts by mentoring designers and guiding cross-functional stakeholders in applying brand standards.
02
Redesigning Core Marketing Collateral
To elevate Olo’s go-to-market strategy, I redesigned core sales and marketing collateral
Partnered with sales, marketing, and customer success to restructure product narratives for stronger alignment with audience needs.
Defined visual and messaging standards for collateral to ensure alignment with the broader brand strategy and reduce reliance on one-off design requests.
Built reusable templates to support customization while maintaining visual consistency across campaigns.
Designed flexible product one-pagers and an extensive product guide, providing scalable tools for education and sales enablement.
Provided creative direction for the website redesign, partnership directory, and campaign video content, ensuring visual and narrative consistency across key brand surfaces.
03
Elevating the Customer Conference Experience
I reimagined Olo’s customer conference as a best-in-class brand experience through authentic, and engaging design.
Designed and executed a cohesive event identity system spanning digital platforms, printed materials, signage, presentations, and merchandise.
Partnered with product marketing, executive stakeholders, and external partners to align creative with business objectives and audience expectations across every touchpoint.
Integrated interactive and experiential design elements, boosting engagement and elevating perception.
The conference became a defining brand moment—consistently ranked best in the industry.
Jenna was the lead Designer for the Olo brand during the company's IPO and made intricate and nuanced choices for the national stage debut of one of the most successful IPOs of the 2021 class. She is able to scale our design systems up significantly, expanding the brand to several successful iterations of a customer conference that was routinely named the best in the industry. Jenna is a true partner to other in-house teammates, designers, and agencies supporting the brand and has an excellent grasp on all things branding and identity.
Jaqueline Berg
Former SVP of Marketing, Olo
Now Principal, 858 Partners
04
Leading IPO-Stage Brand Communications
I led the visual strategy for Olo’s IPO debut, ensuring that our public-facing brand reflected the clarity and leadership of a category-defining company.
Partnered with investor relations, legal, and executive stakeholders to develop compliant yet compelling visual narratives.
Designed investor-facing decks, public announcements, and press materials, aligning them with both regulatory standards and Olo’s brand tone.
Built systems for consistency across communications, helping position Olo as a trustworthy, modern tech leader.
This work helped support a successful IPO and sustained investor trust.
05
Creative Direction Across Internal & External Teams
To elevate design quality and unify brand expression, I led creative direction across internal and external teams.
Mentored junior designers, fostering professional growth and maintaining a high standard of design excellence.
Provided art direction across a wide range of deliverables, from digital experiences and performance marketing to investor decks and internal initiatives.
Managed relationships with 12 external agency partners, aligning outputs across disciplines
Ensured brand integrity across all design executions by developing clear standards and offering ongoing feedback to collaborators.
orders per day
restaurant locations
restaurant brands
partners
brand assets
signature Beyond4 conferences
Bringing the Brand to Life
From foundational systems to flagship activations, this work brought Olo’s redefined brand to life across every touchpoint—web, video, events, campaigns, and investor communications. Each execution reinforced the company’s evolution from high-growth disruptor to trusted platform partner at IPO.
It was always a great brand. I helped it show up like one.
