We are deeply committed to helping you create lasting growth by crafting irresistible brand personalities that attract your ideal clients and leave a memorable impression.
Your Neighborhood Brand Identity Designer
Kam Ching Wang is the founder and brand identity designer at Bluetiful® — a strategy design consultancy for Chicago restaurants, private practice business owners and midsize companies. She received her BFA from Northern Illinois University in Visual Communication and was employed with Gerard Agency. With 19 years of design experience, Kam's work has been featured in HOW International Design Annual, Chicago Chapter BMA Tower Awards, and GDUSA American Graphic Design Awards, as well as World Logo & Mark. Besides business as usual, she’s a ramen enthusiast, enjoys playing pickleball and loves the spirit of Halloween. Yes, one of her infamous costumes when she was 7 months pregnant was comedian, Ali Wong.
Our Brand Identity Design Process
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![Brand identity design process step one is to schedule a consultation call]()
Consultation
Let’s Chat About Your Vision
Great brands start with great conversations. Book a call via Calendly, and let’s get started. Here’s what to expect:1. A consultation call to understand your goals, project scope, and timeline.
2. A customized proposal and contract outlining the details.
3. Once approved, a 50% deposit* secures your spot on our schedule.
4. The remaining balance is due before final file delivery (Net 15).
*For larger projects, we’re happy to discuss a flexible payment plan.
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![Brand identity design process step two is to clarify the strategy]()
Discovery
Build a Strong Brand Foundation
A successful brand isn’t just a logo — it’s a strategy. Through discovery, we’ll define the core of your brand and position you for success.Brand Core — Your purpose, vision, mission, values, target audience, and competitive edge.
Brand Messaging — How you tell your story: brand personality, voice, value propositions, and key messages.
Research & Direction — We’ll analyze your existing materials, evaluate competitors, and develop strategic moodboards to set the design direction.
This step ensures your visual identity is rooted in strategy, not just aesthetics.
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![Brand identity design process step three is to create the perfect solution for your brand]()
Design
Bringing Your Brand to Life
Once we’ve established a clear strategy, the creative process begins. Here’s what happens next:1. We craft unique, concept-driven designs based on the approved direction.
2. Concepts include real-life brand applications so you can visualize your new identity in action.
3. We present the designs via video call, walking you through our creative choices.
This step is where your vision starts to take shape!
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![Brand identity design process step four is to make design refinements]()
Refine
Perfecting Every Detail
Great design is a collaborative process, and refinement ensures we get everything just right.1. You’ll gather internal feedback from decision-makers and share it all at once.
2. We confirm requested refinements and apply changes with precision.
3. A revised version is delivered for approval, completing one round of revision.
Most projects include three rounds of revisions to fine-tune your brand identity to perfection.
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![Brand identity design process step five is to deliver the final design files]()
Deliver
Your Brand, Ready to Shine
With final approval, we package up your new brand identity and set you up for success.1. You’ll receive print-ready files in the formats you need.
2. If printing is required, we can source quotes and manage production for you.
3. If your scope includes a Brand Style Guide, we’ll provide a PDF outlining fonts, colors, and best practices to keep your brand cohesive and professional.
Your brand is now ready to make a lasting impact!
Our Design Philosophy
At Bluetiful, we craft high-touch, customized brand experiences for entrepreneurs in commercial, hospitality, and private practice industries.
Every brand has a unique soul—just like the people behind it. Our job is to bring that essence to life through thoughtful strategy, intentional color selection, typography, and a cohesive logo identity. Great design isn’t just visual—it sets the foundation for your brand’s success.
Our Values
Diversity
We embrace diverse cultures and experiences, fostering an inclusive space where fresh ideas thrive. Through meaningful partnerships, we champion respect and equality — because great design is built on understanding and connection.
Creativity
Creativity is the driving force behind everything we do. It’s how we turn challenges into opportunities and ideas into impactful designs. At Bluetiful, we cultivate a process that encourages bold thinking, innovation, and results-driven creativity.
Transparency
Trust is built on honesty. We believe in open communication, sharing both our successes and lessons learned. Transparency is at the core of how we work — ensuring clarity, alignment, and a strong foundation for collaboration.
Collaboration
Great design doesn’t happen in isolation. We work closely with our clients, partners, and team members to bring ideas to life. Every voice matters, and by working together, we create stronger, more meaningful results.
Community
Design has the power to uplift and connect. By helping our clients succeed, we strengthen our community. At Bluetiful, our work is more than design — it’s a way to give back and create a more connected world.
Quality
We believe in craftsmanship, attention to detail, and delivering work that stands the test of time. From the first concept to the final deliverable, we hold ourselves to the highest standards — because great design deserves nothing less.
Can’t wait? Schedule a meeting through my Calendly.
We might be the partners you’ve been looking for.