Hello and Welcome to Ladderback Design

Ladderback Design

is an illustration and graphic design company that has been delivering amazing print, illustration, identity, and web projects for individual clients and larger agencies for more than 13 years. Led by principal designer Lucinda Morreale, we create thoughtful, compelling and beautiful designs to help our clients bring their business goals to life.

It’s all about the work.

Please take a look at our recent projects to see our capabilities–and give us a ring if you’d like to discuss an upcoming project! We look forward to making your vision come true.

“You have given us too many awesome elements to choose from!!!! Love!!!”
Steph H, restaurant owner

“I am practically in tears – it’s amazing.
I will look it over more carefully but you captured it!”
Linda D, Ladderback client for 10 years

You are a RockStar!
Rhonni R, client


Founded in 2001 by  Lucinda Morreale, Ladderback Design focuses on graphic design and illustration for a wide range of clients.

Luci earned a BFA in illustration from Maryland Institute College of Art in 1997. Deeply involved in the community, she combines her strong commitment to meeting clients’ needs with her passion for design, drawing, textiles, and sculpture. She runs a tight ship: Luci’s approach is comprehensive and efficient, focusing on delivering all aspects of clients’ projects on time and leveraging long-term relationships with vendors to deliver them on budget. She has worked with clients from such fields as health care, the arts, and education as well as the corporate world.

Ladderback Design is proud to be a woman-owned business.



Identity/Logo Development

Publications (annual reports, catalogs, brochures, etc.)

Illustration (instructional, editorial, typographic, patterns, etc.)

Promotional Materials





Concepting, Problem Solving and Ideas

Research: Market, Competition and Image finding


Color Theory

Layout, Composition, Balance

Production: Understanding of print process, web process, and paper engineering

Competency in image and layout programs: Adobe CS, et al

File Prep: Bleeds, Color Separation, File Management


Marketing Expertise: Branding, Positioning, Ad Buying

Project Management: Budgeting, Timelines


Vendor Management: Print Specifying, Material Specifying, Gathering competetive quotes,
Follow through, etc


Writing Skills: Brand Naming, Taglines, Editing

“Wow. Really. Well done, Luci.”
Matt S, new client


Each project is tailored to the client’s individual needs, but most follow a basic process. Here’s how it works:



We meet, in person or on the phone, to discuss your project, focusing on goals, audience, budget, etc. Afterward, based on that discussion, Ladderback delivers a proposal that outlines the project in detail and includes the design fee. If the proposal is acceptable, the client sends an original signed copy to Ladderback, along with a deposit.



Ladderback will start gathering content for the project. We will contact you to get relevant text, photography, or other assets, as the project requires, or arrange for one of our vendors (copywriters, photographers, etc.) to create the content based on your needs. (Often, outside vendor fees are not included in the design fee in the proposal.) Once we have all the content, we get to start the fun part: designing!



Ladderback presents designs to you. Based on your feedback, Ladderback will revise and present new designs. Our standard proposal includes three rounds of designs; minor edits do not count as a “round.” Additional rounds can be negotiated if need be, but this is rare; we almost always come up with something we all like by round 3. (Note: For text-heavy projects, Ladderback includes ten hours of editing copy in our standard proposals. Additional editing fees can be negotiated if need be.)



Ladderback researches and finds pricing for your project based on our capabilities of communicating in clear and concise language with printers and web programmers. Ladderback will present a range of pricing for you at the same time as we work out design decisions, and we discuss the pros and cons of the options available. Our 12 years of experience with these technically complex vendors ensures a smooth and surprise-free process.



Once we are finished with the project, we send you a final version and a Proof Approval sheet. You initial each page to indicate approval, or makes notes to indicate minor changes. Once we get final approval, we send the project off to the printer or another vendor, depending on the project’s needs. Ladderback oversees all production, from press checks to proofing, or working with a web programmer.



The final project is delivered to you (or, if you would like to use a mail house; Ladderback can arrange for mailing). Ladderback sends a final invoice for the design work to you. Any outside vendors will invoice separately.



Luci you are absolutely amazing!!!!! We could never do it without you. Thanks so much!
Holly Freishtat, Director, Baltimore Food Policy Initiative


Hand & Eye Studio  {the illustrious Linda Gravina Ridings and Cornel Rubino}

Design Agency  {the incomparable Emily Sara Wilson & Jane Androski}

Neurofury {the amazing Jason Rosenberg}

Gilah Press {there’s no stopping Ms Kat Feuerstein}

Seeds Wellness {founded and run by the talented Sarah O’Leary}

Nathalie Cone  {a former designer of ours and a killer talent}



A4 Studio

Dan Funderburgh

Grain Edit

Under Consideration and Brand New

Twenty-Six Types

Louise Fili

and of course: The Daily Drop Cap by Jessica Hische



On The Corner

Feed Me Fashion







“Because Luci had worked with SECDC in the past & the Creative Alliance she was the perfect person to to develop the ha! logo. She “gets it”. I have every confidence that she will be able to pull all the “art parts” together to form a consistant cohesive brand image for H!GHLANDTOWN.”

Hillary F., Marketing, Sales & Promotions

Talk to us!

CALL: 410.258.6201

EMAIL: luci (at) ladderbackdesign.com


We always love to hear from you. Let’s make your vision come to life.


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