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Kalie Berkey

Strategic branding and web design studio for entrepreneurs and small businesses in creative industries.

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Branding Philosophy – Essential & Premium Packages

"It’s our job to encourage each other to discover that uniqueness and to provide ways of developing its expression.”

-Fred Rogers


Branding is more than just good design, it’s making your audience feel something real.

Do you want clients and customers who meet your brand to feel like you’re trustworthy, dependable, and enduring? Do you want them to feel taken care of? Invigorated?

Blending the parts of your personality that resonate with your audience into great design can make them fall in love with what you offer.

We can do that, together.

Branding is the experience someone has with your business. First impressions matter. If a new customer or client’s experience with your brand is inconsistent, your trust, quality, and clarity drops. Mixed messages prevent you from being able to build loyalty and sell your products or services. Brand consistency allows your customer to easily and immediately recognize, remember, and trust you.

SEE FULL LIST OF SERVICES

I create robust brand packages

for standout entrepreneurs and small businesses.

Your brand is your identity. Your fonts, colors, graphics, and photos work together to tell a cohesive, professional, and real story of your business. Your aesthetic helps clients flow smoothly through working with you, reminding them they’re in the right place. 

While the logo is your brand’s cornerstone, it’s the other elements that set your business apart. 

Does using your logo on every marketing piece or social media post feel repetitive? Does your logo get lost when resized? Does it feel ingenuine to sift through overused templates and place your logo on them, with no idea what font to use next? 

The careful curation of a secondary logo, custom icons, fonts, and patterns offer versatility and bring your brand to life. Every design decision will have been made, the files created, and a library of marks and elements will be ready to use when you need them.

My branding packages come complete with these elements, custom tailored to fit your unique identity and make you stand out.

Your beautiful visual brand will be designed with intention, strategy, and will be ready to use when you need it.

Packages

ESSENTIALS

$900
DELIVERABLES

Discovery Session
Brand Strategy
Mood-board & Creative Direction Presentation
Logo Secondary Logo Icons and/or Initials
Coordinating Pattern
Color Palette
Font Selection
Curated Stock Photos – Photo Costs Not Included
Tagline or Other Identity Element
2 Rounds of Revisions
Final Files (PDF, PNG, JPEG)
Brand Standards Manual

TIMELINE: 4 WEEKS

PREMIUM

$1,500
DELIVERABLES

Discovery Session
Brand Strategy
Mood-board & Creative Direction Presentation
Logo Secondary Logo Icons and/or Initials
Coordinating Pattern
Color Palette
Font Selection
Curated Stock Photos – Photo Costs Not Included
Tagline or Other Identity Element
2 Rounds of Revisions
Final Files (PDF, PNG, JPEG)
Brand Standards Manual

+ Three print or digital collateral pieces of your choice

TIMELINE: 5 WEEKS

Print Collateral Includes

Flyers
Menus
Address Labels
Business Cards
Sales Sheets
Product Packaging
Postcards
Letterhead
Notecards
Envelopes
Brochures
Gift Cards
Greeting or Thank You Cards

Digital Collateral Includes

Single Page Services Guide
Single Page Price Guide
Media Sheet

Social Media Graphics:
Profile photo
Facebook Cover
Post Templates
Story Templates

Product, Interior or Food Photography Can be Added for an Additional Cost.
INQUIRE

The Process

01. DISCOVERY

You receive a short questionnaire that helps me understand your brand. 

02. CHAT

We’ll hop on a phone or video chat to discuss your business, goals, audience, and the big why that gets you out of bed to do this work every day. We’ll also discuss any branding ideas you may already have.

03. SUBMIT 50% DOWN PAYMENT

Your project will be split into two payments. The first half is due up front in order for the project to begin.

04. BRAND STRATEGY DEVELOPMENT
(One Week)

I will collect all of the things we’ve discussed and condense them into a succinct brand strategy and direction. I’ll develop a moodboard, color palette, and a font direction and present the initial concept to you.

05. BRAND EXPLORATION + DEVELOPMENT
(Two Weeks)

This is where the fun begins! I research your inspirations, competitors, audience, and everything in between. I build the first reveal of your logo and other elements. I strategically create a visual concept and breathe life into your brand identity.

06. REVIEW INITIAL BRAND

We’ll review the logo and other branding elements that we’ve built together and discuss any refinements you would like to make.

07. REFINEMENT EXPLORATION

Two rounds of refinements are included with your package.

08. APPROVAL + FINAL 50% PAYMENT

With your final approval, I’ll ask you to submit the second half of payment.

09. GET YOUR FINAL BRAND AND CELEBRATE

Together, we created something beautiful! Finally, you’ll receive your logo and other brand elements in a variety of colors and sizes, packaged up in a way that’s easy for you to navigate and save in a safe spot. If you’ve selected the Premium or Professional package, we will then begin working on your web or collateral projects.

SEE FULL BRAND AT WORK

Frequently Asked Questions

How do we communicate throughout the design process?

Email is preferred so that I can keep a consistent record of your notes. I offer unlimited email, phone, and video call support during the duration of your design project’s timeline.

What programs do you use to design my brand elements?

I use Adobe Creative Suite (Photoshop, Illustrator, and InDesign). Upon special request, editable templates are created in the software of your choice such as Microsoft Word, Pages, or Canva.

What types of files are included in each brand package?

All final logo designs come in all popular file formats including JPG, PNG, and EPS files. Print projects are provided in PDF format. Social media graphics and other web elements are provided as JPG or PNG files.

Do you provide text and photos?

I do not provide writing services. You are responsible for any and all text that appears in your print or online designs, including spelling and grammar accuracy. I will not change what you send me, so be completely sure that your text is correct. Or if you need a helping hand I can get you in touch with an amazing copywriter.

If you’d like to use your own photos, those must be provided to me in an organized manner for each project. If you do not have any images, I am happy to select stock photos. The cost of each stock photo used in the final designs will be added to your invoice. If you are local to Pittsburgh, I am available to photograph your products, spaces or food.

Are the files editable?

All logos, printed pieces, and social media graphics will be finalized set pieces (not editable). If specified in advance, template files can be created so that you can edit them where necessary.

How many clients do you work with at a time?

In order to provide the level of quality and dedication that I believe my clients deserve, I only work with 1 – 3 clients at any given point. This allows me to work much more intimately with my clients and reply much faster.

How do I pay for my projects?

A 50% deposit is required to book your branding package. The final 50% is due upon completion of the project. Once your package is paid in full, I’ll send you a zipped folder with your final deliverables. Other design projects are charged at a $30/hr rate and are invoiced on the first of each month. I am happy to accept Venmo, credit cards via Paypal, or checks.

When are you available?

I keep a 9am to 5pm Monday – Friday schedule. Feel free to contact me with questions or send projects my way after hours, but I won’t respond until business hours resume.

READY TO TAKE THE first STEP?

Get IN TOUCH
Your brand speaks volumes even before words are sp Your brand speaks volumes even before words are spoken. In a world where first impressions matter, every pixel counts! ⁣When it comes to building a strong and memorable brand, custom photography isn't just an option – it's essential. It isn't just about visuals – it's your brand's distinctive narrative told through every frame. 

Go beyond the ordinary with bespoke imagery that tells your brand's distinctive story through every frame. Showcase your products, interiors, and behind-the-scenes with visuals that leave a lasting impression.

With your visual concept in mind, our collaboration on brand photography becomes a streamlined process, sparing you time and energy while realizing your vision.

Visit the link in my bio to learn more. 

Interior design by @cassarainteriors
Do you find it repetitive to use your logo on each Do you find it repetitive to use your logo on each and every marketing piece or social media post? When enlarged, does your logo lose detail? Does it feel ingenuine to sift through overused templates and place your logo on them, with no idea what font to use next? 

Mixed messages prevent you from being able to build loyalty and sell your products or services. Brand consistency allows your customer to easily and immediately recognize, remember, and trust you. First impressions matter. If a new customer or client’s experience with your brand is inconsistent, your trust, quality, and clarity drops. 

Branding is more than just good design, it’s making your audience feel something real. It is the experience someone has with your business. While the logo is your brand’s cornerstone, it’s the other elements that set your business apart. Your fonts, colors, graphics, and photos work together to tell a cohesive, professional, and real story of your business. A brand well done helps your clients navigate through their experience with you, making them feel like they're in the right place. Plus blending the parts of your personality that resonate with your audience into great design can make them fall in love with what you offer. 

We can do that, together. And the best part is, I've put together a free brand audit worksheet to help get you started! It will help us to identify key customer touchpoints and discover simple ways to infuse your brand into every step. The link is in my bio. Download the worksheet now and let's get started!
So why the women woman show? Why work by myself? ( So why the women woman show? Why work by myself? (Technically there are usually two dogs snoozing next to me so I never really work alone.) But why take on all the aspects of running a business that I didn't learn in art school? 

Well, I began my career working in an advertising agency and while the experience was invaluable, I felt so disconnected from the clients. Oftentimes I never even spoke to them. The sales team would get the design brief from the client and pass it on to me. It felt like the connection and depth were missing from the entire process. I knew there had to be a better way. 

So I decided to take the leap and start my own freelancing business. All that struggle to get set up, figure out accounting software and invoicing, manage my own social media, and build my website from a blank page - it was all worth it. Why? Because it showed me what it was like to be in my client's shoes. That there is so much more that goes into running a business than just the marketing.

Design can do so much more than help you to look professional. Let's test out your process to see where we can make things more streamlined, simple, and efficient for your customers. Let’s see where we can organize the information better to suit your workflow. Or we can make mundane parts of your customer's journey (like receipts or invoices) entertaining (ie. memorable. Earning you their repeat business). We can also give your business a personality and a sense of consistency which prompts referrals, better reviews, greater reputation, and business growth. 

I want to be more than just your logo designer. I want to be your strategic partner and a resource you can turn to when you are struggling or someone to celebrate with when you meet your next goal. So you don't have to do it all alone.
I think it's about time to reintroduce myself. I’m Kalie and I’m a brand/web designer for creatives who want to upgrade their brand's logo and other visuals. I'm based in Pittsburgh, Pennsylvania but love to work with clients all over the U.S. 

I have a soft spot for women-owned startups and small businesses because I know you. I am you. I know you’re DIY-ing every piece of your business puzzle. I also know you want to show UP as the strong brand you are, and I know you need individualized care from someone who knows how to do the thing you don’t. 

I fill the void many small businesses find themselves in their first few years. When you are stuck DIY-ing your visuals because you don't have the budget necessary to hire a larger firm. That's where I step in. Using a custom strategy I develop your business's unique visual personality, customize a web template, and provide you with a set of coordinating logos and graphics that you can then use for marketing or on social media. Allowing you to take control of your visual identity without the pricetag a fully custom web development package.

When your visuals are cohesive and consistent your business will capture the right attention, and you can feel confident in your services, all while providing peace of mind to your customers. 

Why do I do this? I hope to empower women to start their own businesses and support themselves and their families while doing the work that they are most passionate about. I am invested in my clients and their goals. I want to be just a small part of their success and an ally to turn to when they are struggling. It's so fulfilling to watch a business grow from an idea on paper to the actuality of someone's dreams come true. 

I am so excited to have you on my small slice of IG. I really appreciate you stopping by. To say thank you, I've created a worksheet to help distill down the pain points in your client process. Grab your free copy today so you can start mapping out simple ways to elevate your client experience. To claim it, just visit the link in my bio.

I can’t wait to meet you!
When working with a new branding/logo client it's When working with a new branding/logo client it's after our initial discussions, my research into their audience, competitors, and inspirations and we have our strategy in place, that the actual creative process begins. I like to pull out our strategy and brain map some of the keywords we discussed. The terms or phrases that came up over and over or that made the client most excited. 

From there I start thinking about how to visually represent those phrases. Does the word mindful have a color? If it were a photograph would it be full, busy, and teaming with energy or serene, still, and minimal? Do the words we've carefully chosen lean towards being formal or casual, youthful or mature, playful or elevated? And how do I evoke those feelings? 

This is where a moodboard comes in. On it, I place images not just from the client's particular industry but images from a range of places, times, and disciplines. I look at images from the art world, fashion, design, and architecture. After the process of collecting these inspirations, I usually have hundreds of images that I then go back through and refine and organize. 

From there it's a bit of an intuitive process. I can start to see a direction forming that I then tinker with until I have an aesthetic that I feel represents the brand and stands out from the competition. It's this final moodboard that I present to the client so that we can discuss it. It's only after approval on this visual direction that I put pencil to paper and actually start designing a logo set. 

So the next time you are in a creative rut try looking outside of your usual spots. Take a peek at a fashion magazine or architectural digest. Inspiration can come from anywhere.
Introducing..... Fig & Thistle An eclectic vintag Introducing.....

Fig & Thistle
An eclectic vintage Instagram shop

This is a passion project I get the pleasure of sharing with my fabulous pal Valerie.

We find genuine joy in a good search for a deal, collecting, and decorating our spaces, and finding new homes for the items we love. Now we are sharing that love with others and enjoying every minute of it. 

Our current obsessions include Mid Century Modern decor, brass, colorful glass, vintage books, and the occasional kitschy, fun, quirky, thing. 

To check out our finds visit our online shop @figandthistlevintage
So what exactly is branding?​​​​​​​​
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Your brand is how people perceive your company.​​​​​​​​
 ​​​​​​​​
Branding is the actions you take to build a certain image of your company.​​​​​​​​
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And your brand identity is the collection of tangible elements that together create one brand image. Things like your logo, color scheme, and typography selections, that's where I usually come in to help. ​​​​​​​​
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I specialize in building robust brand identities with mix-and-match elements, that my clients can utilize for their websites, printed marketing, and social media. But did you know that we can also include custom brand photography? Photos are a giant part of your brand identity. Let's approach them with the same strategy and intention we give the rest of your branding. Check out the link in my bio to see all the ways we can add custom photos to your brand and to see more of the chic brand identity of @babbandmackdesignco featured here.​​​​​​​​
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After every overseas trip, I make a small photo bo After every overseas trip, I make a small photo book to remember the experience. We haven't traveled much over the last few years so thumbing through our books has had to fulfill that wanderlust. But we recently booked our next adventure! We fly out in February, but I am already daydreaming about our itinerary. What destinations are on your travel bucket list?

             

Pittsburgh, PA | Kalie Berkey © 2023