Aaron Keller

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Aaron

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  • Capsule is in the frenzy of preparing for a big proposal presentation in Seattle. The excitement is having no problem facing the odd printing problems with our PDF document.
    3 weeks ago
  • Look what I found in Justin's parents' fridge :D
    2 weeks ago
  • The tree is up and lit. The lights a strung from the beams. The bamboo tree is looming over the doorway. The gifts are wrapped. The holiday cheer is here and the Capsule holiday party is near.
    2 months ago
  • Now this is what you guys need in the office! Puts the tiny helicopter and hovercraft to shame. (Need some helium though) ;)
    4 months ago
  • It's been a fertile year at Capsule.
    4 months ago
  • Just saw our Spec Mix packaging in a commercial! Great job guys!
    6 months ago
  • Aaron Keller is riding his bike somewhere in the middle of Iowa. We are looking forward to lots of photos and stories upon his return. Hopefully everyone in his group is still upright!
    7 months ago
  • Check out the beginnings of Capsule's identity design archive, on our Flickr account.
    7 months ago

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  • @Capsule (100 2nd Ave. N)
    10 hours ago in Minneapolis, MN

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Aaron Keller
Managing Principal, Capsule | Author of "Design Matters: Logos" and "Design Matters: Packaging"
Design | Greater Minneapolis-St. Paul Area, US

Summary

Author of "Design Matters: Logos" and "Design Matters: Packaging," two books on design published by Rockport Publishers.

Former Adjunct Professor of Marketing at the University of St. Thomas, St. Paul, Minnesota.

Clients worked with: Brown Forman, Capital One, Honeywell, Cargill, Target, Lawson Software, Panda Express, Fisher-Price, HoMedics, Compellent, Fox River Socks, Edens & Avant, United Properties, America's Team, Medtronic, Red Wing Shoes, Byerly’s, PrairieStone Pharmacies, Schroeder Milk, Goldsmith Agio Helms, 3M, Netgear.

Capsule has been hired by clients on a variety of projects, including brand naming, brand strategy, identity design, website design, copy writing, ethnographic research, packaging design, copyright expert witness work, and a variety of other deliverables.

Past speaking engagements: Minnesota AMA Annual Conference on Design, PDMA/IDSA "Experience Design for Packaging", Food Marketing Institute (FMI) In Store Expo, National Cooperative Grocers (NCGA), Canadian Consulate, IABC, MN Center for Non-Profits, U of M Communicators Forum, and American Marketing Association.

Speeches on the following subjects: Packaging design, brand strategy in any category, starting up a new brand, memorable brand names, logo design methods, and how to build a strong brand online.

Publications cited in: BusinessWeek, New York Times, Investors Business Daily, How Magazine, Pittsburg Tribune, Dallas Morning News, Carlson School Magazine, Brand Packaging, Progressive Grocer, Jones Day, bCentral, Entrepreneur Magazine, Design Management Institute, Gourmet Retailer, Industrial Designers Society of America, Packaging Research Magazine, and Marketing News.
Specialties: Brand Valuation, Brand Strategy, Ethnographic Research, Retail Task Analysis, Product Launch Strategy, Naming, Qualitative Research, Identity Design, Packaging, Design Management, Copyright Expert Witness

Experience

  • Jul 1999 - Present
    CEO and Managing Principal / Capsule
    Launching products and services, naming, identity, packaging design and creating brand language.
  • Jan 2010 - May 2010
    Adjunct Professor of Marketing / Minneapolis College of Art and Design
    Sustainable Integrated Marketing class covering all the disciplines necessary to bring a brand to life. The class also included a trip to NY to present the final work to the client.
  • Aug 2003 - Jan 2005
    Adjunct Professor of Marketing / University of St. Thomas
    Integrated marketing for undergraduate students.
  • Oct 1997 - Jul 1999
    Research Strategist / Yamamoto Moss
    Research Planning, Customer Experience Research, Qualitative and Quantitative
  • 1992 - 1997
    Account Manager / Yamamoto Moss
    Managed clients at a size of 1-2 million in design fees. Managed strategy, research, naming and design projects.

Education

  • 1996 - 1999
    Carlson School of Management
    MBA in Marketing, Brand Development
    Activities: Scholarship for study abroad program in Manchester England.
  • 1998 - 1998
    University of Manchester - Manchester Business School
    Study Abroad in Retail Strategy and Promotions
    Activities: British Airways Scholarship Winner
  • 1988 - 1992
    University of Saint Thomas
    Bachelors in Marketing Management

Additional Information

Websites:
Capsule Design, Books Authored, Blog
LinkedIn
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Father. Husband. Author. Entrepreneur. Advisor. Investor. Curious fellow. 

Author of "Design Matters: Logos" and "Design Matters: Packaging," published by Rockport Publishers.

Former Adjunct Professor of Marketing at the University of St. Thomas, and the Minneapolis College of Art and Design.

Co-Founder, Capsule. www.capsule.us

Capsule clients: Brown Forman, Honeywell, Cargill, Target, Fisher-Price, HoMedics, Smartwool, Victory Motorcycles, Medtronic, Red Wing Shoes, Sears Holding Co, 3M, and 7-Eleven.

Capsule has completed a variety of projects, including brand naming, brand strategy, identity design, website design, ethnographic research, packaging design, copyright expert witness work, and customer experience design.

Aaron has been contracted to speak at: Minnesota AMA Annual Conference on Design, PDMA/IDSA "Experience Design for Packaging", Food Marketing Institute (FMI) In Store Expo, National Cooperative Grocers (NCGA), Canadian Consulate, IABC, MN Center for Non-Profits, U of M Communicators Forum, and AIGA Cincinnati.


Publications cited in: BusinessWeek, New York Times, Investors Business Daily, How Magazine, Pittsburg Tribune, Dallas Morning News, Entrepreneur Magazine, Design Management Institute, Gourmet Retailer, Industrial Designers Society of America, and Marketing News.
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