back2back
Brand Design. Letterhead. Business Cards
To solve a problem is to decode...
The Brief
Back-to-Back is a service-led research and design business that puts people first — their work is all about understanding the customer and designing smart, thoughtful solutions.
They needed a brand that reflected that. The concept I came up with was to create a brand design that incorporated Morse code — with the code itself spelling out the business name.
Client:
back2back
Industry:
Research & Design
What I created:
- Brand design
- Business cards design
- Letterhead
- Brandmark
Logo Design
The logo design builds on the core concept of decoding as a pathway to understanding. I created a custom graphic inspired by Morse code — but with a twist.
The original vertical dots and dashes were flipped horizontally, echoing the idea of people standing back to back, and visually linking to data lines, graphs, and research — a subtle nod to the business’s research-driven foundation.
To give the brand a fresh, modern edge, I paired the graphic with an open, lowercase typeface. This choice keeps the tone young, approachable, and a little less buttoned-up than traditional uppercase business names.
The logo was created in both landscape and portrait formats to ensure flexibility and usability across different applications.
"The concept Kimmie developed was incredibly clever and captured the essence of what we do perfectly.
Her deep thinking and professional execution carried through beautifully across every touchpoint of our brand."
Jo'Anne, back2back
The Colour Palette
The colour palette balances bold energy with calm professionalism — vibrant orange paired with layered shades of blue, fresh aqua, and grounded neutrals.
The client was surprised (and delighted) that a combination she thought would never work — orange and blue — turned out to be such a strong and successful pairing.