Purposeful brand strategy and design, rooted in clarity and care.

I’m deeply committed to helping businesses build lasting growth through intentional brand strategy and brand identity design. By crafting cohesive brand systems — from visual identity to packaging and websites — I help founders and professionals attract the right clients and leave a meaningful, lasting impression.

My approach is grounded in strategy first, guided by collaboration, and focused on creating work that feels aligned, credible, and designed to stand the test of time.

Schedule a Design Consultation
A woman with black hair wearing a blue blazer sitting on a chair.

Your Neighborhood Brand Strategist & Designer

I’m Kam Ching Wang, founder of Bluetiful® — a Chicago-based brand strategy and design studio specializing in brand identity design, packaging design, and website design. I work with founders and service-based professionals during the early and defining stages of building a business, helping translate ideas into clear, cohesive brand experiences that work in the real world. Clients come to me when they want considered guidance, clear direction, and a partner who understands both the creative and strategic sides of building a brand. With over 19 years of experience in design, my work has been recognized by HOW International Design Annual, Chicago Chapter BMA Tower Awards, GDUSA American Graphic Design Awards, and World Logo & Mark.

Outside the studio, I’m a ramen enthusiast, enjoy playing pickleball, and genuinely love the spirit of Halloween. (Yes — one of my more memorable costumes was comedian Ali Wong, worn proudly at seven months pregnant.)

The Brand Identity Design Process

  • Consultation

    Let’s Chat About Your Vision
    Great brands start with great conversations. We begin with a consultation call booked via Calendly to understand your goals, project scope, timeline, and overall vision.

    1. A consultation call to discuss your business, challenges, and objectives

    2. A proposal and contract outlining scope, deliverables, and timeline

    3. Once approved, a 50% deposit secures your place on my schedule; flexible payment options are available for larger projects

    4. The remaining balance is due prior to final file delivery

    This step ensures we’re aligned from the very beginning.

  • Discovery

    Build a Strong Brand Foundation
    A successful brand isn’t just a logo — it’s a strategy. During discovery, we define the foundation that will guide every design decision.

    This phase includes:
    Brand Core — Purpose, vision, mission, values, target audience, and competitive edge

    Brand Messaging — Brand personality, voice, value propositions, and key messages

    Research & Direction — Review of existing materials, competitor analysis, and strategic moodboards to establish direction

    This step ensures your visual identity is rooted in strategy — not just aesthetics.

  • Design

    Bringing Your Brand to Life
    With a clear strategy in place, the creative process begins. I translate insights from discovery into purposeful, concept-driven design, presenting each direction via video call so I can walk you through the concepts and creative decisions in detail.

    This phase includes:
    1. Brand identity design concepts aligned with your approved strategy

    2. Development of your visual identity system (logo, color palette, typography)

    3. Exploration of real-world applications so you can see your brand in context

    This step is where your vision starts to take shape!

  • Refine

    Perfecting Every Detail
    Great design is a collaborative process, and refinement is where clarity and polish come together.

    This step includes:
    1. Gathering consolidated feedback from decision-makers

    2. Confirming requested revisions and applying changes with care and precision

    3. Delivering revised designs for review and approval

    Most projects include three rounds of revisions to ensure the final brand feels cohesive and intentional.

  • Deliver

    Your Brand, Ready to Shine
    Once final approval is received, your brand is prepared for launch and long-term use.

    1. Delivery of print-ready and digital brand files in the formats you need

    2. A Brand Style Guide outlining fonts, colors, and best practices (if included in scope)

    3. Optional production support, including sourcing quotes and managing print coordination

    You’ll walk away with a professional, fully developed brand system — ready to be used with confidence across every touchpoint.

schedule a design consultation
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Design Philosophy

Design guided by strategy, not trends.

At Bluetiful®, I create high-touch, customized brand experiences for founders and professionals across commercial, hospitality, and private practice industries.

Every brand carries its own character — shaped by the people behind it and the work they do. My role is to bring that essence into focus through strategy-led decisions, from color and typography to logo and visual identity systems.

Great design isn’t just about how something looks. It establishes clarity, builds trust, and creates a foundation your brand can grow from with confidence.

Stop, you’re making me blush.

  • A young woman with long brown hair smiling and resting her chin on her hand.

    “Beyond just a logo”

    Working with Bluetiful Design was a delight! Kam’s whole design process is both well-orchestrated and streamlined. She exceeded my expectations on many levels, helping me achieve my goals beyond just the logo design, which I originally hired her for. Bluetiful Design has truly helped develop my brand identity and create the essence of what I envisioned for my new optometry business.

    Audrey Raley
    Owner, Refined Eye Care

  • Photo of Sam Trachtman

    “Genuine, honest, responsive.”

    Prior to working with Bluetiful Design, it was difficult to conceptualize a logo that could communicate the brand that I envisioned for my business. However, Bluetiful Design exceeded my expectations and made my logo vision a reality. Communicating with Kam was easy and comfortable – she is genuine, honest, and very responsive. Creating the perfect logo for my company was just as important to her as it was to me. I absolutely love my logo and I am excited to continue to build a brand around the amazing work of Bluetiful Design!

    Sam Trachtman
    CEO, STAK Properties

  • Photo of Angelica Villa an optometrist

    “Stunning design”

    Working with Bluetiful Design has been an incredible experience. Patients frequently compliment the colors of the office, which has positively transformed our physical space. I initially expected the impact to be more on our website and marketing materials, but the office looks stunning with the signage and colors Kam helped select. I am happy with her contributions to my business and highly recommend her for anyone needing exceptional design and branding.

    Angelica Villa, OD
    Owner, Villa Optometry

  • “Intellectual reason”

    Bluetiful Design’s attention to detail was above anything I expected. Every element had an intellectual reason for being chosen which made my logo deliver the message I wanted in a perfect way.

    Jason Leonhardt
    Owner, Infocus Eye Care

Recent Design Projects

Values what guides my work

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Diversity

I embrace diverse cultures, perspectives, and lived experiences. By fostering an inclusive and welcoming space, I create work rooted in understanding and connection — because meaningful design begins with respect and empathy.

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Creativity

Creativity drives everything I do. It’s how challenges turn into opportunities and ideas become impactful design solutions. I believe creativity thrives when paired with thoughtful strategy, curiosity, and intention.

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Transparency

Trust is built through honesty and open communication. I believe in sharing progress clearly, addressing challenges directly, and working with transparency to create alignment and strong, lasting partnerships.

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Collaboration

Great design doesn’t happen in isolation. I work closely with clients and collaborators, valuing every voice and perspective. Through partnership and shared insight, we create stronger, more meaningful outcomes.

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Community

Design has the power to uplift and connect. By supporting my clients and contributing to their success, I help strengthen the communities they serve. My work is about more than design — it’s about creating positive impact.

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Quality

I believe in craftsmanship, attention to detail, and work that stands the test of time. From first concept to final delivery, I hold every project to high standards — because strategic design deserves care at every stage.

Let’s build something you’re proud to stand behind.

If you’re looking for a Chicago-based brand strategist and designer to guide your brand identity, packaging design, or website design from idea to execution, I’d love to learn more about your business.

630.403.8308
kam@bluetifuldesign.com

Schedule a Design Consultation