Asa Nelson Design

Empressa interlocking emblem in a gold-to-copper gradient on a refined cream die-cut sticker

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Empressa

Brand identity

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Navy and gold Empressa business cards

Empressa

Brand identity

Hellbender Provisions

Brand identity & packaging

Crawford Grill

Visual identity

Wellness House

Brand identity

Pivotal Shifts

Brand identity

Bacon Bio

Brand identity

All four Out-Pak camping-meal packages with distinct illustrated landscapes

Out Pak

Packaging design

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01 / Brand identity

Empressa

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Empressa
Identity mark

The focus

The approach

Role: Designer
Project scope

The identity

An interlocking emblem with a gold-to-copper gradient. Explore the original mark and its sculpted paper silhouette.

Shared ambition

Empowerment, leadership, and connection. Professional women building influence together.

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Synchrony: two interlocking S shapes symbolize collaboration, strength, and the collective advancement of professional women. The continuous form represents interconnected growth and shared momentum. — Synchrony
Two interlocking “S” shapes form a continuous symbol of collaboration, strength, and shared momentum.
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A connected visual system

The wordmark, typography, palette, and repeating motif bring the identity together.

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The wordmark

The interlocking form becomes part of the name.

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Empressa emblem; play the animation to see its dimensional form. — The mark in motion
A dimensional study of the continuous form.

A character-led identity

The salamander pairs an earthy green and terracotta palette with a bold stacked wordmark.

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In monochrome

The same character and lockup, with a consistent outline in black and white.

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A consistent system

The stacked lockup is the default; the icon can also stand alone. Palette, stroke weight, alignment, and clear space keep the identity consistent.

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An alternate direction

A second packaging study brings the palette into flowing bands of color.

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Archival-style imagery of the Crawford Grill building and signage, paired with the CG emblem. — The setting
The CG mark sits alongside the building, signage, and visual character of Crawford Grill.
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Jazz musicians performing in a warmly lit wood-paneled dining room. — Music at the center
A warm, intimate setting provides the context for an identity shaped by jazz.
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Crawford Grill visual identity board explaining rhythm, improvisation, and concentric forms inspired by vinyl grooves, brass instrument bells, and sound. — Rhythm and improvisation
Concentric forms draw on vinyl grooves, brass instrument bells, and the movement of sound.
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Rhythm in Layers presentation: overlapping forms and a tonal CG emblem express musical layering and improvisation. — Rhythm in layers
Overlapping forms echo improvisation while maintaining a recognizable visual structure.
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A complete visual system

The emblem, typography, palette, and concentric motif form the foundations of the identity.

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Large cream, burgundy, and orange CG emblem on white. — The CG mark
Layered letterforms bring the circular motif into a compact emblem.
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Cream Crawford Grill menu with an embossed CG emblem, displayed open in warm light. — At the table
The identity takes a quieter form through an embossed mark and restrained menu typography.
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On record

The circular identity meets its musical reference on the Crawford Grill Live sleeve.

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An identity rooted in care

The project introduces a calm, human-centered identity for a naturopathic clinic.

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Treehouse concept board: tree for growth, mushroom for ecosystem, and home for sanctuary. — The Treehouse
Tree, mushroom, and home meet in one symbol of growth, connection, and sanctuary.
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Textured terracotta Treehouse emblem framed by delicate botanical line illustrations. — Natural character
Texture and botanical details bring warmth to the geometric mark.
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Geometric construction of the Treehouse emblem using circular arcs and symmetrical branching forms. — A balanced framework
Circular arcs and symmetrical branches give the symbol a balanced structure.
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Wellness House typography board featuring TT Drugs for display and headings and TT Interphases for body text, with Lato as an alternative. — A quiet typographic rhythm
The type system balances clarity, breath, and grounded strength.
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Wellness House color palette showing terracotta, forest green, soft beige, clay, moss, sage, charcoal, grey, and white. — An earthy palette
Warm earth tones and greens connect the identity to its natural references.
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Wellness House website displayed on a laptop against a leafy, wood-framed interior. — The digital experience
The identity carries into a digital setting with warm materials and natural imagery.
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Green Wellness House Health Restoration packaging displayed on a stone plinth. — Health Restoration
The green packaging application brings the mark and subtle botanical detail together.
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Terracotta Wellness House Foundations packaging with a line-art leaf motif and small Treehouse emblem. — Foundations
A terracotta variation extends the same visual language across the packaging.
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Wellness House stationery photographed among dried botanical stems. — A tangible identity
The identity translates to printed materials with a restrained mark and earthy finish.
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The identity system

A geometric monogram anchors the wordmark, secondary symbols, typography, and restrained palette.

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A clear direction

The high-contrast identity extends into architectural signage and wayfinding.

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Pivotal Shifts stationery with a patterned sheet, envelope, business cards, and phone showing the monogram. — A repeatable language
The monogram becomes a repeat pattern across printed and digital materials.
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The digital experience

A monochrome digital system gives the content a consistent visual frame.

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Pivotal Shifts monogram on its construction grid; play the animation to explore the mark. — Built on a grid
The monogram takes shape through its geometric construction.

A shift in dimension

A dimensional exploration of the same interlocking form.

A framework for the brand

The playbook brings the identity into a repeatable visual system.

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Bacon Bio primary color kit with charcoal, neutral grey, and white. — A neutral foundation
Charcoal, neutral grey, and white provide a restrained foundation.
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Bacon Bio secondary and accent palette showing jet black, vivid red, and slate grey. — A focused red accent
A clear red accent gives the otherwise neutral system a distinctive point of emphasis.
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Bacon Bio typography board showing TT Interphases for bold headings and Open Sans for body text, with Lato as a replacement option. — Clear, structured typography
The typography pairs strong headings with clear body text.
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Bacon Bio image-style board with laboratory equipment, gloved hands, microscopy, sample tubes, and deep red and blue lighting. — A scientific visual language
The imagery direction favors natural light, deep tones, and organic patterns.
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Bacon Bio compact brace-and-b mark in red and black displayed on a square panel against a charcoal background. — A compact signature
The brace and initial form a compact signature for smaller applications.
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Illustrated for the outdoors

Landscape illustration wraps around the cylindrical format, connecting the packaging to the outdoors.

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Out-Pak information layout showing nutrition, contents, and preparation instructions on dark panels. — A clear information system
Dark panels bring nutrition, contents, and preparation instructions into a clear hierarchy.
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Out-Pak back-label artwork showing a two-column information block, preparation instructions, and barcode. — The back label
The back label carries the information system into a compact vertical format.
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Rear view of an Out-Pak package with the dark information label applied to a light cylindrical surface. — Applied to the pack
The applied label shows how the information sits on the finished package form.
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Asa Nelson Design

Complex ideas.
Clear design.

I’m Asa Nelson, a multidisciplinary designer who likes making complex things feel simple.

My work spans branding, graphic design, digital content, video, marketing, and communications. I’m drawn to projects that need clarity—an idea to untangle, a story to structure, or a new way to approach a problem.

I’m also exploring how AI and emerging tools can expand creative possibilities. Across it all, I care about learning, solving problems, and making work that’s clear, useful, and thoughtfully designed.

Branding & graphic designDigital content & videoMarketing & communications

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