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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 + Website Questionnaire

Branding + Website Questionnaire

Having an elevated visual brand takes your business up a notch.

Not just for you, but for those you serve.

    THE BASICS:

    YOUR BUSINESS:

    YOUR AUDIENCE:

    Describe your typical customer/client. Or if you are looking to attract new types of clients describe your ideal customer/client.

    YOUR COMPETITION:

    YOUR VISUALS:

    Which of these words is a better fit for your brand?

    ClassicModern

    FormalCasual

    CalmEnergetic

    YouthfulMature

    High EndCost-effective

    PlayfulElevated

    MinimalLavish

    SpringSummerFallWinter

    Frequently Asked Questions

    What if I don't have an answer to a required question?

    Just type “none” into the answer box.

    How do I link to online images?

    Simply, right-click on the image you like and select, “view image” a new webpage will open up. Copy and paste that page’s URL into the answer box.

    How do I send you my logo?

    After I’ve had a chance to review your answers and we’ve talked more about your project I’ll ask you to email me your logo in the format it was created, preferably as a vector file.

    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 software do you use to design my project's 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.

    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.

    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 a completely custom-coded website.

    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.

    How many other 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 to meet/work?

    I keep a 9 am to 5 pm 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
    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.​​​​​​​​
​​​​​​​​
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

                 

    Pittsburgh, PA | Kalie Berkey © 2023