Kaplerchuk Consulting Group is a small, woman-owned firm based in Towson, Maryland, with more than 20 years of experience in comprehensive contracting and procurement solutions.
The firm helps organizations confidently navigate the complexities of federal, state, and local contracting and procurement—working collaboratively with clients to deliver effective solutions that drive success and growth. Its expertise spans proposal development and management, pricing and teaming-partner management, contract and subcontract negotiation, procurement manuals and policies, template services, regulatory compliance, and hands-on training.
As an experienced firm without a unified brand of its own, Kaplerchuk needed a complete identity—starting with a logo and extending across its website and social media—built collaboratively and from the ground up.
A specialized consulting firm in a credibility-driven field needs a brand that signals expertise and earns trust from the first impression. Kaplerchuk brought decades of experience but had no unified visual identity to match it, and it speaks to sophisticated audiences—the government agencies and organizations it guides through demanding, detail-intensive processes.
The brand had to do two things at once: look professional and authoritative enough to reassure those clients, while staying warm and personal enough to reflect the founder behind the work. It also needed to be delivered responsibly—a polished, credible presence built within a budget that made sense for a growing firm.
We started with the logo, and with an unusually close, hands-on partnership. This was one of the most collaborative engagements we’ve taken on. KTD Creative worked side by side with the founder at every stage, refining and iterating together until each element felt authentically hers. Because Kaplerchuk’s own work is a blend of analytical rigor and genuine relationships, we designed a brand to strike the same balance—confident and credible, but personal.
From that foundation, we scaled the identity outward. The colors, typography, and visual language established in the logo became a flexible brand system that guided a custom Squarespace website and a coordinated set of social media banners and graphics. Rather than treating social as a separate channel, we carried the same identity across every touchpoint—from the homepage to a LinkedIn header—so the brand feels cohesive everywhere its audiences encounter it.
We were also deliberate about budget throughout. Building the site in Squarespace was a strategic, cost-conscious choice: it gave Kaplerchuk a professional, easy-to-maintain presence the team can own and update as the firm grows, while respecting the investment that makes sense for a business at this stage.
KTD helped Kaplerchuk Consulting Group go from having no unified brand to a cohesive, recognizable identity across its logo, website, and social media. The new brand tells the firm’s story, communicates its expertise, and gives government clients a professional, credible first impression that reflects the founder behind the work.
By taking the brand from its first logo through to a complete web and social presence—built collaboratively, and within budget—we gave Kaplerchuk a strong foundation and a brand system it can build on with confidence as the business grows.