Two Shoes

Two Shoes designs products and builds teams through human-centered strategy. As the company took shape, it needed an early visual identity to capture that mission, along with the efficiency of its two-pronged approach. I designed the logo that would anchor its future brand.

Interviews with the founders, along with a look at agencies working alongside government contractors, showed that the mark needed to communicate partnership, adaptability, and innovation without feeling corporate or rigid. I explored a wide range of concepts and refined one through repeated founder feedback. Building the mark from two interlocking forms allowed the company's dual nature to read as one idea, and keeping those forms simple meant it could adapt across digital, print, and merchandise.