Aspen Group
/ branding /
ROLE: Creative Direction
Agency: OX Creative
Bold, Purposeful Design
The visual approach for Aspen Group was centered around simplicity and boldness, with a focus on creating intentional space. Minimal design elements were employed to allow for imagination and creativity to take center stage.
Strategic use of white space, along with refined graphics and timeless accents, highlighted Aspen’s dedication to excellence and craftsmanship, while also fostering an environment for creative playfulness and reimagining spaces.
For this project, I had the privilege of leading the creative direction behind Aspen Group's rebrand. Our goal was to elevate the visual identity of a company known for designing and constructing church spaces that transform communities.
The new brand reflects Aspen’s commitment to excellence, innovation, and faith, merging purpose-driven design with timeless craftsmanship.
The directionality of the lines represents expanding into new spaces.
The icon combines a Gothic arch and the vasculature of an aspen leaf–embodying growth and inspiration.
The letterforms have artful chiseled insets, reflecting Aspens hand-crafted attention to detail.
Type & Color
Together, type and color work together to create a refined, creative identity that reflects Aspen Group’s commitment to purposeful design.
The combination of typefaces ensures clear, modern typography, with a touch of elegance and craftsmanship. In the palette, Linen and Lumber offer timeless neutrality, while Flame, Ocre, and Forest inject nature-based energy.
