A strong brand will rally customers, build culture and increase sales.

A brand is based on perception, and that perception can be influenced, but not controlled. We help brands align customer perception with their vision by appealing to the senses through visual identity and story.

Our Philosophy

Every brand must find its North Star—A fixed point in the distance that marks its ultimate purpose. And while a North Star is essential, great brands also welcome continuous exploration on their journey forward.

1 We believe that great brands aren’t created overnight. All good things take time and discipline to get right. Great brands are courageous and willing to blaze new trails to discover what truly sets them apart.

2 We believe great brands have the power to enhance the human experience. Behind every brand is a story, and great brands craft meaningful narrative and reinforce that narrative with remarkable experiences.

3 We believe great brands must develop a cohesive identity but understand that working within the framework of an established identity system should not feel like being placed in a straitjacket.

4 We believe these fearless brands must be flexible and open-minded, yet strong in their resolve to stay true to who they are at the core. Great brands commit to continuous exploration in order to reach greatness.

Our Process

Much like a backcountry adventure, the process isn’t for the faint of heart, but the result is highly rewarding.


We start by understanding the current state of a brand. We run diagnostic sessions that entail speaking with key stakeholders to understand the current climate as well as the company’s vision and expectations. We then create a report to document our findings. This intel is critical when making foundational decisions that will impact the direction of the brand moving forward.


Based on findings in the Discovery phase, Backcountry helps establish the brand’s North Star. This stage provides clear direction for all future brand-related decisions. Next, we build a complete framework that outlines vision, position and essence. Finally, we craft a meaningful story and core messaging.


Ideas finally come to life. We design a memorable identity system that tells the story visually. This process includes the development of a new logo, identity system, collateral and other supporting materials. We also include a brand survival guide to keep everything in line. And we don’t just leave you to the wolves at this point. We work with you through the launch phase to ensure that the transition goes smoothly.

The new Frontenac brand has been a rallying cry for the community. It has brought an identity to our region that is helping to instil pride and a sense of place for residents and businesses. The brand is a true reflection of beauty and heritage that is Frontenac.

Kelly PenderCOA, Frontenac County

Jon truly took the time to understand the vision of our store along with understanding the industry. We were impressed with the quality of the design work and even more impressed with the detail provided in the logo and design usage. As a result of Jon’s work Revolution is now set-up to expand its brand to a broader geography.

Michael AdamcryckOwner, Revolution Skateboard Shop

Jon is talented. We have worked on a number of branding projects together and he nailed it every time. It was a pleasure to watch him take hold of every insight and build a meaningful, relevant and creative identity for our clients.

Kathleen VollebregtFounder, Avenue Strategy

I highly recommend Jon for any branding work you need. He is highly professional and truly listens to you. My customers continually remark on how eye-catching my logo is and how cohesive my brand image is.

Audrey BrownFounder, CocoaBistro

The brand identity and its implementation have become a platform for collaboration for us with Frontenac businesses and community partners. It has fostered connections that we previously not thought of, and I think we are just starting to see where this flexible, community-owned approach can go.

Richard AllenManager of EcDev, Frontenac County

We are so pleased with Jon Allison! He is amazing to work with and his work is very impressive. We feel blessed to have had the opportunity to have Jon be a part of our journey. We are so thrilled with our branding.

Michelle McCaughertyManager, Spread the Love