We help small businesses stand out by guiding them through our brand development process to differentiates them from competitors and positions their brand to thrive.

We challenge brands to venture beyond the ordinary by encouraging them to consider key differentiators and how they can stand out in an oversaturated market. Through ongoing exploration and iteration, we help brands better align customer experience with their vision by appealing to the senses through design and story.

Services & Capabilities

Brand Strategy

  • Discovery
  • Brand Audit
  • Competitive Analysis
  • Market Research
  • Brand Architecture
  • Positioning
  • Vision & Misson

Brand Identity

  • Brand Development
  • Rebranding
  • Naming
  • Brand Messaging
  • Logo Design
  • Identity Systems
  • Brand Identity Guidelines
  • Icon Design

Graphic Design

  • Brand Collateral
  • Packaging
  • Print & Digital Design
  • Layout Design
  • Merchandise Design
  • Signage & Information Systems

Learn about our process

Specialists, Not Generalists

We are brand guides, not another full-service agency.

Backcountry operates as a collaborative brand studio that assembles specialized teams to meet the needs of each project. This allows each project to have a team of experts rather than generalists.

Additionally, we are part of a global community of marketing experts called Communo. Having access to this vetted group enables us to quickly scale our services to meet clients’ evolving needs. This operating model provides inroads to all the resources of a large-scale agency, at a fraction of the cost and typical red tape.

Jon Allison RGD

Lead Brand Guide

Jon is an award-winning designer, founder and Creative Director of Backcountry, where he helps brands stand out through strategic positioning and memorable identity systems. In 2015, he received the RGD designation for integrity, professionalism, quality and competence from the Association of Registered Graphic Designers.

Over 13 years Jon has 19 professional awards and 10 appearances in industry publications.

Collaborative Partners

Kathleen Vollebregt

Strategy & Research

Rob Howard

Strategy & Audience Engagement

Dave Rossborough

Digital Marketing

Aryn Kalson-Sperandio

Copywriting

Mike Wing

Product Photography

Braden Dragomir

Brand Filmmaking

Recognition

Working with remarkable clients is the most rewarding part of what we do. However, it is also encouraging to receive recognition from others.

Awards

2021
Logo Wave Awards International, Wave 13: 5th Place
2020
Marketing Canada Awards, Single Publication: Frontenac County Ambassador Handbook
2020
LogoLounge Book 12: The Mother Ride
2019
Logo Wave Awards International, Wave 10: 3rd Place
2019
Marketing Canada Awards, Event: Open Farms in Frontenac
2019
LogoLounge Book 11: Backcountry
2019
LogoLounge Book 11: Fairmount Home
2019
LogoLounge Book 11: Graphite Bible Camp
2019
LogoLounge Book 11: Oak Ridge Hunt Camp
2018
Applied Arts Community Awards, Logo Design: Settlers Cider Co.
2018
Applied Arts Community Awards, Print Design: Frontenac Greeting Card
2017
LogoLounge Book 10: Youth Diversion
2017
LogoLounge Book 10: Bloom
2017
Applied Arts Community Awards, Brand Identity: Frontenac County
2016
Marketing Canada Awards, Best Brand Identity: Frontenac County

Publications

2020
LogoLounge Vol.12
2019
Logo Inspirations, Curated Logo Design
2019
World Packaging Design (ft. Decoy Lager)
2019
World Packaging Design (ft. Hawaiian Style Pale Ale)
2019
LogoLounge Vol.11
2018
Applied Arts Magazine, Fall Issue
2018
Logo Inspirations, Curated Logo Design
2017
LogoLounge Vol.10
2017
Applied Arts Magazine, Spring Issue
2016
The Canadian Design Resource
2011
Behance, AIGA Gallery