A3S1 is a private capital partner that invests in growth-oriented businesses. The name references Act 3, Scene 1 of Shakespeare’s Julius Caesar, where Caesar declares: “I am constant as the Northern Star…” — a metaphor for principled leadership and unwavering conviction.
I built the brand around this North Star concept. The visual identity uses the letterforms in “A3S1” — particularly the A’s — as compass needles, symbolizing guidance, direction, and clarity. The design system was developed to feel modern, sharp, and quietly confident, aligning with the firm’s disciplined approach to investment.
I also created website mockups and led the design and content direction in collaboration with the development partner to ensure a seamless, on-brand digital presence.
”But I am constant as the Northern Star, of whose true fixed and resting quality there is no fellow in the firmament.
Julius CaesarA3S1
THE LOGO
Finding True North
The team at A3S1 came to the design table with a million ideas and possible directions for their branding. I used a conceptual (and figurative) compass to navigate my way through the creative process. Grounded in the Northern Star quote from Shakespeare’s Julius Caesar, I added a star to the name and then designed all the A’s in their name to double as compass needles pointing north/towards it.
A3S1 stands for Act 3, Scene 1 from Shakespeare’s Julius Caesar.
A3S1 is guided by its own investment-based northern stars.
Brand Colors
Grey
#3b4754
Aqua
#00c3da
White
#ffffff
