Small Business Branding That Grows With You

Your brand is more than a logo. It’s the complete visual system that makes your business recognizable, trustworthy, and memorable. I design brand identities for small businesses and startups that need to look established from day one.

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What a Brand Identity Package Includes

Every brand identity I create is built from scratch around your business, your audience, and your goals. No templates. No logo generators. These are hand-crafted visual systems designed to work across every touchpoint.

  • Primary logo, secondary marks, an icon variations. Every version you need for print, digital, light backgrounds, dark backgrounds, and social media profiles. You’ll receive your full logo suite in vector formats (AI, EPS, SVG) plus raster files (PNG, JPG) at every size you’ll need.

  • A curated set of primary and secondary brand colors with exact specifications for every medium: HEX codes for web, RGB for digital, CMYK for print, and Pantone matches for merchandise and packaging. No guessing how your colors translate across formats.

  • Typeface selections for headings, body text, and accents, with guidance on sizing, spacing, and hierarchy. Includes both web and print recommendations so your brand reads consistently everywhere.

  • A comprehensive brand style guide that documents everything: logo usage rules, color specifications, typography standards, and visual dos and don’ts. This is the reference your team, printers, and web developers will use to keep your brand consistent.

  • Custom illustrated icons, patterns, or graphic elements that extend your brand beyond the logo. These are the details that make a brand feel complete: on packaging, websites, social media, and printed materials.

    *Only available in select packages

Clients typically receive 500+ organized files covering every format and application.

How
brand identity
design works

Every branding project follows a structured process with built-in revision rounds so you have input at every stage. Here’s what to expect from start to finish.

  • We start by exploring your brand’s story, values, audience, competitors, and goals. If your package includes brand strategy, that work happens here too. I’ll create a moodboard to define the visual direction before any design work begins.

  • Using the moodboard and discovery insights, I create your initial design concepts. Depending on the project, this may include logo options, color palette explorations, typography pairings, and iconography. This phase typically takes 1–2 weeks.

  • You’ll receive the first round of concepts and we’ll review them together. This round focuses on the big picture: overall direction, what resonates, what needs to change. Major style, color, or layout adjustments happen here.

  • I take your feedback, refine the chosen direction, and polish the compositions. At this stage I may introduce additional brand elements that weren’t explored in the first round. This round focuses on fine-tuning: color adjustments, typography choices, logo variations, and overall composition. Turnaround is typically about a week.

  • Everything gets polished and tested across applications: social media, print, digital, packaging. You’ll review the near-final design with only minor tweaks remaining. This round addresses spacing, alignment, color balance, and overall cohesion.

  • One last refinement pass, then a final presentation for your approval.

  • Once approved, I prepare your complete brand identity package: logos in every format, color codes, font files, iconography, and your brand guidelines document. File preparation takes up to one week. Clients typically receive 500+ organized files. I’m available for implementation support after delivery.

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Brands I’ve built

See All branding work

  • It is incredibly refreshing to work with a designer whose first drafts are often our final versions—her intuition for brand identity is that sharp.

    "Kallie Goetz is, quite simply, a creative powerhouse. Over our five-year partnership, she has been the driving force behind several successful packaging overhauls, always bringing a fresh and elevated perspective to the table. It is incredibly refreshing to work with a designer whose first drafts are often our final versions—her intuition for brand identity is that sharp. If you want fantastic deliverables and a streamlined creative process, Kallie is the person to call."

    — Chris H.   |    Brand Extensions, Packaging, Illustrations, & Misc. Collateral

  • My heart leapt seeing the for the illustrations for first time!

    “I asked Kallie to make hand-drawn icons that represent my band Chloe & the Steel Strings! I had been using graphics on Canva for a long time in our branding, & wanted illustrations that were our own, and perfectly fit the feel of our music, vibe, and community values. I gave Kallie a list of icons I was looking for, and she so beautifully took my vision and made it reality. The images Kallie created for us are warm, fun, retro, and magical. My heart leapt seeing them for the first time! I am already using the motifs throughout our branding! Thank you for an amazing experience! “

    — Chloe W. | Illustrated Motifs

  • Would definitely recommend her to anyone seeking a rebrand!

    Kallie was great to work with. We initially had a general direction but nothing clearly formed and she helped us bring it to life. She was gracious and understanding with our rounds of feedback and we ultimately got to an entirely new brand we couldn't be more proud of. Would definitely recommend her to anyone seeking a rebrand!

    – Kyle L. | Brand Identity

  • Her creativity, professionalism, and responsiveness made the entire experience seamless and genuinely enjoyable.

    “Kallie was an absolute pleasure to work with. She played a pivotal role in helping us reimagine and elevate our brand, bringing fresh ideas while staying true to our vision. She welcomed our feedback with openness, collaborated thoughtfully throughout the process, and consistently delivered quick, high‑quality turnarounds. Her creativity, professionalism, and responsiveness made the entire experience seamless and genuinely enjoyable.”

    — The Cork & Knife Team  |   Brand identity & Apparel/Merch designs

  • We consistently meet attendance metrics with her as part of our creative team.

    “Kallie has been an integral part of the Library’s communications strategy. We work to position the Library as an unmissable positive presence in the community by populating our website, email newsletters, social media, and print with messages and images that connect people with our materials and services. Kallie always takes the time to understand what we are trying to accomplish and how her work supports the strategy. She shows early concepts, checks in throughout projects, and follows through with all elements within our deadlines and budget. The Library's youth and adult programs consistently meet attendance metrics with her as part of our creative team.”

    — Terri C.   |   Illustrations

  • Kallie helped creatively bring my ideas to life in a design that perfectly encapsulates the branding of my business.

    “The process of working with Pip & Cricket/Kallie was straightforward and seamless. As this was my first time seeking out branding/logo design services, I didn’t know what to expect, what questions to ask, and only had vague ideas of what I wanted my logo to look like. P&C explained the design process in detail, maintained communication and was open to feedback throughout the process, and helped creatively bring my ideas to life in a design that perfectly encapsulates the branding of my business. “

    – Paige B. | Brand Identity

Frequently Asked Questions

  • A Pip & Cricket brand identity package typically includes a custom logo suite (primary logo, secondary marks, and logomark/icon), a curated color palette, typography system, brand guidelines document, and selected brand collateral like business cards, brand patterns, iconography, or social media templates. Every package is tailored to the needs of the project.

  • Most brand identity projects take 6–8 weeks from discovery to final delivery. The timeline includes concept development, three rounds of revisions, finalization, and file preparation. Larger projects with brand strategy or extensive collateral may take longer. I’ll provide a detailed timeline during our initial conversation.

  • A logo is one piece of your visual identity. It’s your most recognizable mark. A brand identity is the complete system: your logo suite, colors, typography, iconography, patterns, and the guidelines for how they all work together. A strong brand identity means your business looks cohesive and professional whether someone sees your website, your packaging, your business card, or your social media.

  • Absolutely. Many of my clients are building their brand from the ground up. The discovery phase is designed for exactly this. We define your visual direction together before any design work starts. You don’t need to come in with a clear vision; that’s what the process is for.

  • You’ll see initial concepts in the first presentation, and we refine from there across three revision rounds. The process is collaborative, as I’m designing with your specific strategy and audience in mind, not generating dozens of random options.

  • Yes. If you have a logo you like but need the full identity system built around it (colors, typography, guidelines, supporting graphics), I can do that. We’ll assess what you have and build out what’s missing.

  • Brand identity pricing varies based on scope. Pip & Cricket provides custom quotes after an initial consultation to understand your business goals, deliverables needed, and timeline.

Have more questions? Email meow@pipandcricket.com

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