Aspen House

Aspen House makes beautiful, sustainably sourced, high-quality furniture available to everyone. They came to me for a visual identity and supporting applications as they prepared for launch.

My challenge in developing the keeps identity was to design something that felt high-end, but wouldn’t immediately be confused for something that’s mass produced. “Fast furniture sucks” became our driving phrase as we made creative decisions through brand strategy, positioning, and through the brand’s development. The brand has a long history of collaboration with designers from around the world, curating an enviable collection of pieces where high-quality craftsmanship is front and center. The identity champions the creator of each product, from the iconic designers of the past century to the trailblazers of the industry today.