Biography

Aaron Keller, Managing Principal 

Aaron Keller is a founding partner and the Managing Principal of Capsule. He leads brand development, strategy, research and naming for the firm’s clients. 

Aaron has over fifteen years of consulting experience in marketing, branding and retail strategy. He has worked with brands as large as Jack Daniel’s, Target and 3M, and as small as one-person start-ups. 

He has written two books on the subjects of logo and packaging design, Design Matters//Logos and Design Matters//Packaging.

He has collaborated with many clients across all industries, including 3M, Cargill, Caribou Coffee, Craftsman, Double Cross Vodka, Fetzer Wines, Fisher-Price, HoMedics, Honeywell, Jack Daniel’s, Marks & Spencer, Northwest Airlines, Panda Express, Red Wing Shoes, Sanford Health, Schroeder Milk, SmartWool, Victory Motorcycles, Wells Fargo and Whirlpool. 

Aaron has his MBA from the Carlson School of Management at the University of Minnesota and he teaches marketing at the University of St. Thomas as an adjunct professor. His most recent teaching assignment was in sustainable integrated marketing at the prestigious Minneapolis College of Art and Design.

Aaron has been quoted in a variety of local and national publications including The New York Times, BusinessWeek, Dallas Morning News, Pittsburg Tribune, Brand Packaging, Packaging Research, Progressive Grocer and Packaging Digest.

Aaron has spoken on brand management for the University of St. Thomas, Frontline Forum, The University of Minnesota, International Association of Business Communicators (IABC), and The James J. Hill Library.