Popmenu Rebrand
Popmenu is a marketing technology SaaS startup (Series C) who helps independent restaurants grow.
Brief: Like many startups, the organization had outgrown its original brand from 2016. New products, partnerships, and audiences drove the need for an updated brand that showed the impact the company was making in the restaurant technology space. Piecemealed and outdated visuals and brand messaging across departments, combined with an expanded direction in platform features, created an urgent need for an update.
A collaboration with the marketing team, including growth, creative, product, communications, and partner marketing, as well as the UX team, to lead a rebrand throughout the first half of 2023.
Disiplines
BRAND STRATEGY
tagline
BRAND NARRATIVE
BRAND VOICE
VISUAL IDENTITY
WEBSITE DESIGN
product marketing
Content Marketing
tradeshow
Lead Generation
Corporate Brand Identity
Strategic and intentional concepts expressed in a welcoming tone and simple narrative.
Brand Tagline
“You don’t have to grow it alone”
Brand Value Proposition
”Technology for restaurants who want to grow their [footprint/community/capacity/revenue/frequency]”
Visual Element
Stacked arrow pointing upward, representing how Popmenu supports their clients’ growth with the three core “pillars” of the platform: Capture, Connect, Consolidate
“Alicia possesses the unique skill set of a hybrid brand manager and creative director/designer. This would normally necessitate multiple roles, but shes able to offer an incredibly strategic approach to crafting a brand narrative, inclusive of messaging and positioning, while simultaneously creating a visual identity (with options) to match.
Her approach to every project is always strategic, thoughtful and intentional, whether it be a logo, an email template, or a complete brand refresh with a new website. ”
Visual Direction
A human-centric and bold aesthetic with a focus on simple iconography
“With her deep creative and design experience and inquisitive, humble nature, I found myself seeking Alicia’s creative direction (and advice) even when she wasn’t (technically) involved in a project. ”
“Alicia is very methodical in her approach and quite skilled at working across stakeholders and incorporating all points of view. She forces you to take a step back, to look at the brand holistically and to truly understand the customer in order to build a solid foundation for brand and design work.
Her framework always includes solid data, for research, benchmarking, and future reporting.”
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