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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 – Services & Pricing Guide

"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

Brand Strategy
Logo
Secondary Logo
Icons and/or Initials
Coordinating Pattern
Color Palette
Font Selection
Curated Stock Photos (Photo Costs not Included)
One tagline or Other Identity Element
Brand Standards Manual

PREMIUM

$1,500

DELIVERABLES

Brand Strategy
Logo
Secondary Logo
Icons and/or Initials
Coordinating Pattern
Color Palette
Font Selection
Curated Stock Photos (Photo Costs not Included)
One tagline or Other Identity Element
Brand Standards Manual

+ Three print or digital collateral pieces of your choice

PROFESSIONAL

$2,500

DELIVERABLES

Brand Strategy
Logo
Secondary Logo
Icons and/or Initials
Coordinating Pattern
Color Palette
Font Selection
Curated Stock Photos (Photo Costs not Included)
One tagline or Other Identity Element
Brand Standards Manual

+ A build out of your Squarespace website template

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

Website Template Build-out Includes

5 Page Squarespace 7.1 Website Design
Domain Transfer (If Required)
Color/Font Implementation
Stock Photo Curation (If Necessary)
Semi Custom Code to Enhance Design
“Coming Soon” Page (If Necessary)
Mobile Optimization
Social Media Integration
Lead/Contact Form Integration
Post-Project Squarespace Video Tutorials
Three Months of Technical Support Post-Launch

Not included in Website Template Build-out

Hosting and Domain fees. These Fees are Payable Directly to Squarespace.

Copywriting
Search Engine Optimization
E-Commerce (Online Shop)
Subscriptions/Membership Service
Extra Online Forms
Photography Or Stock Image Licenses
Desktop and Web Font Licenses
Plugin Licensing (If Requiring Specific Plugins)

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

Design time for the Essentials and Premium packages usually takes 4 weeks and includes two rounds of revisions. The Professional package also includes two rounds of revisions, and takes 6-8 weeks total.

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.

Why use Squarespace for a website template?

Squarespace offers web hosting, domain name registration, and design all rolled into one service. Their platform is user friendly, so even a web novice can maintain a site without the need to hire a developer. Squarespace templates are also customizable. With a little magic on the back end, I can transform something generic into a tailored brand experience without the timeline and hefty price tag of completely custom coded website.

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
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?
I'm more of a behind-the-scenes girl. I prefer the I'm more of a behind-the-scenes girl. I prefer the viewfinder side of a camera but I know showing the personality behind the name is important. It's important because I am asking you to trust me to interpret and describe your business, your living, your passion in a way that you may not be able to. When I am designing a brand I get to know all the ins and outs of your business. I ask you a million questions and challenge you to dig deep for the answers so it's only fair that you get to know the woman behind the curtain a little better.

My day-to-day isn’t just about choosing color palettes and fonts: it’s about learning, problem-solving, and looking at things from a new perspective. It’s about delving in and revealing what makes your business tick.

But what lights me up?
Caramel coffee. Photo walks. Popcorn in a dark movie theater. Minimal typography. Sending postcards. Antiquing. Intimate gatherings. Muted tones. Road trips. Slow mornings. Tiramisu. Stamps in my passport. Vintage books. The rare lover of winter.

The design process doesn’t have to be scary. It can be accessible. It can be personal. It can be invigorating. My business model is not about quantity, it's about working with unique individuals who are excited about the design process and have a thoughtful approach.

Current client wishlist:
Restaurants / Cafes
Breweries / Wineries
Homeware / Clothing Boutiques
Bakeries

Now that you have a little more insight into my inspirations, let's build something beautiful together.

Photo by the amazing @hotmetalstudio
Congratulations to @BenjaminO'Leary on the launch Congratulations to @BenjaminO'Leary on the launch of his new brand.

Benjamin is a full-service real estate agent with a professional background, and accounting and advisory experience. He wanted his brand to feel classic and traditional yet still casual. He wanted a clean minimal feel that was friendly and professional. So together we built a logo system and coordinating elements that feel elegant but still approachable to clients of all budgets. It balances luxury with comfort and masculinity with femininity. The result is polished but approachable. I'm looking forward to seeing what comes next for Benjamin and how we can continue to build his visual identity.
Client Spotlight: @randalladvocacy provides servi Client Spotlight:

@randalladvocacy provides services to parents of students having difficulty in school to help them successfully navigate the process with the school to address the issue.

Together we built out a set of logos, a new color palette a tagline and signature graphic, a typography system, and a set of hand-drawn icons. We then built out her website, business cards, and a set of social media graphics. Visit the link in my bio to see the whole brand.
This time of year I always find myself asking what This time of year I always find myself asking what's most important to me, what's a priority, what should I re-evaluate? Most people feel this way with the start of the new year or during the renewal in spring. But there is just something about the doldrums of winter that begs me to realign. So I’ve been absent doing just that. 

This week's reflection included future travel destinations. So I am letting my mind wander back to my last big trip. Prague. 

#wheretogonext.
#femalebusinessowner Spotlight: @silvermoonstrate #femalebusinessowner Spotlight:

@silvermoonstrategies collaborates with businesses, schools, universities, community agencies, and nonprofits to prevent violence and promote healthy relationships and a safer world.

The founder, Julie Evans, wanted the brand to feel approachable, sincere, and make it clear that she believes that prevention is possible. So together we built a logo system and coordinating elements to portray the stillness of prevention over the discord of treatment after an incident has occurred. The color palette and imagery are moody and are a nod to her unique business name. 

If you are interested in implementing innovative, research-based practices that prevent violence and promote safe and healthy relationships for your business or school, be sure to reach out to Julie for help.

             

Pittsburgh, PA | Kalie Berkey © 2023