TECH / INDUSTRIAL / B2B
ASCND
TASKS PERFORMED
Project Management, Branding, Creative Direction, Logo System, Colorways, Typography, Style Guide, Graphic System, Messaging Strategy
To break through in the crowded solar market, ASCND needed an identity built for impact. A clear, confident brand that’s impossible to ignore.
Most solar brands stick to the same script: crappy clip art, green gradients and stock visuals that blur together in a crowded field of homogeny. It’s branding that plays it so safe that it’s generic at the very best.
With ASCND, the goal was to create something that stood apart, leaning into a more industrial, structured aesthetic that demanded respect. I wanted the brand to feel official, almost like it carried a government-level pedigree, while still maintaining a sense of clarity and restraint.
The ASCND identity marries modern geometry with a vintage color & type system to create something distinctive yet approachable.
I used the visual references to solar panels, radiant energy, and orbital motion, but approached them through a more refined and contemporary perspective. Every element, from the geometric logo to the grid-based layouts, was designed to feel elevated, not expected. The result is a brand that nods to the industry’s core ideas while positioning itself miles ahead in execution.
Case Study
KNOIDS
TECH / ART / E-COMM
Project Management, Creative Direction, Logo System, Colorways, Typography, Style Guide, Website (Mobile & Desktop), Icons, Custom UI Elements, UX/UI Systems Direction