Kevin worked in Marketing and Customer Relationship Management for many years. During a period as a freelancer he asked me to create some business cards for him and a company logo. This colourful typographic treatment not only conveyed Kevin’s initials but also drew attention to his specialist field which was very much about decision-making within the CRM process. The overlapping letters not only create his initials but also reveal a diamond. One of the two most commonly used shapes in a flow chart which is used to represent a decision.