CYstarters Spotlight: A 14-part series highlighting student entrepreneurs pursuing their business ventures as part of the CYstarters 2025 summer cohort. Through this program, students have the unique opportunity to prioritize the development of their own startup or business idea. Each individual receives $6,500 and access to resources such as mentorship, networking opportunities, and educational sessions on entrepreneurship and business startup.

Ella Janssen on Turning Passion into Packaging

Ella Janssen has always known she was a creative. Growing up in the Des Moines area, she was the kind of kid who was always making something—drawing, crafting—anything that let her express herself visually. So when it came time to choose a college, Iowa State’s nationally recognized design program was a natural fit. “I came for a visit and knew this was the place for me,” she said. “Three years later, I still feel that way.”

Now heading into her senior year as a graphic design major in the College of Design, Ella is the founder of Monologue, a branding and packaging design studio focused on the food and beverage industry. While her official business is less than a year old, her entrepreneurial spirit started long ago with handmade crafts and Etsy sales—projects she didn’t consider “real” entrepreneurship at the time. “I’ve always been an entrepreneur at heart,” she said. “But I never really thought of those side hustles as entrepreneurship until I started what I’m doing now.”

Coming into Iowa State, Ella already had her sights set on graphic design, particularly packaging. The core design program, known for its intensity and competitive nature, was more exciting than intimidating for her. “I’ve always really loved drawing and the more physical side of design work,” she said. “Doing the core program wasn’t that different from what I loved doing already. It was just fun to learn the fundamentals.”

That hands-on passion eventually evolved into a clear focus: packaging for food and beverage products. Even as a high school student, she was drawn to the unique storytelling potential in packaging design. “I used to tell everyone, the packaging industry is really niche—but it’s what I love to do,” she said. Today, Ella walks down the spirits aisle at Target not just to browse, but to admire the artistry. Her dream project? Designing a special edition whiskey bottle for a major brand’s anniversary release.

That dream is becoming more tangible by the day. Over the last year, Ella has worked with the Iowa State Brew Lab, Winery, and Cidery to design packaging that will soon appear on retail shelves across Iowa. Some of the beer she’s designed is already on tap, with bottled versions on the way. “The idea of walking into a store and seeing my designs on the shelf was just a dream two years ago,” she said. “Now it’s coming true in the next few months. That’s what I love about packaging—seeing my work come to life in a physical product.”

Ella’s path to launching Monologue started when she was interning with a marketing agency and simultaneously had the opportunity to take on her first freelance project. That experience lit a new fire: the freedom to choose projects that truly excited her. She eventually left her internship and began freelancing full time, picking up steady work and steadily shaping a vision for what her business could become. “Entrepreneurship has given me the opportunity to figure out new ways to approach what I love and find inspiration in the things around me,” she said. “I want to be the one creating things that inspire other people to step outside of their box.”

This summer, Ella joined CYstarters to focus on refining her brand and building a business that reflects her values and voice. One of her biggest milestones was rebranding her business from the ground up, adopting the name Monologue, name she discovered on a paint chip at Lowe’s. “I loved the way it spoke to storytelling, which is such a big part of what I do for my clients,” she said. The rebrand included a new logo, website, brand messaging, and client experience. You can check it out at www.madebymonologue.com.

Designing for herself wasn’t easy, though. “This rebrand was one of the hardest projects I’ve ever done, because designing for yourself is such a strange experience. My perfectionist tendencies really came out,” Ella admitted. To get through it, she approached herself as a client using the same discovery tools she gives others. “Going through the process myself showed me that the system I use actually works. It made me believe even more in the value I bring to my clients.”

While her design skills are second nature, learning the business side of entrepreneurship has been the steepest learning curve. “I had no background in business when I started this,” she said. “I’m figuring it out as I go. Learning how to build something that will last, how to leverage the connections around me, and how to hold myself accountable.” CYstarters gave her the dedicated time and structure to focus on her business, but more than that, it gave her a community. “It is the most motivating environment I think I’ve ever been in. Everyone is rooting for each other. That support has meant everything.”

Networking was another area where Ella saw major growth this summer. Once far outside her comfort zone, she now sees connection-building as essential to her success. “I’ve been getting out there and having conversations with people, pitching my business, and sharing my story, and I’m realizing I can do it,” she said. “I’ve gained confidence in what I’m capable of.”

Ella’s goals for the summer were to complete her rebrand, finalize her website, and refine her client materials and processes, and she’s well on her way to checking each of those off. With a new visual identity, strong messaging, and retail-ready packaging hitting shelves, Monologue is already making its mark. And Ella is just getting started.

“I told myself I’m not going to let opportunities pass me by anymore,” she said. “Really, I don’t have anything to lose. The personal growth I’ve experienced these past few months has been exponential. That alone is worth the risk.”

You can follow Monologue on Instagram at @madebymonologue, and meet Ella in person at CYstarters Demo Day on Thursday, July 31.

Check out our video interview with Ella Janssen below!