Wild Blue is a strategic experiential design firm

Our focus is on retail, where we work in an upstream capacity on behalf of Fortune 500 CPG clientele. The solutions we develop merge strategic, technological and aesthetic expertise with clear-cut business visions and objectives.

Though solutions vary, measurable results are the common outcome, including branded experience innovations, category reinventions, retail innovation centers and more.

We’re an idea engine, powered by an unusual blend of talents brought together solely to solve business problems. Writers and graphic designers. Carpenters and fabricators. Branding gurus and researchers. 3D visualizers and artists of all stripes. Together we’re managing change, within the fastest-changing landscapes most marketers and retailers have ever seen.

Steve McLean

Steve is President and founding principal of Wild Blue. With a degree in human psychology from the University of Wisconsin, Steve built a business around helping his clients tap into the drivers redefining retail — logical, practical and emotional. With a vast array of options readily available to fulfill needs, Steve’s seen how people have moved on, and are now defining the quality of their experiences by how well wants are fulfilled. It’s this kind of thinking that guides all of Wild Blue’s branded experience design.

Will Van Epern

Wild Blue’s Vice-President and co-principal, Will brings a depth of branding and consumer awareness to all aspects of our business. He carries nearly 30 years' experience setting creative and business strategy for some of the world’s most memorable, far-reaching consumer brands. In his role with Wild Blue, he’s been able to set the hands-on tone for the positive, proactive relationship management for which we’ve become known.



  • Brand creation
  • Experience design
  • Communication design
  • Copywriting & messaging
  • Package design


  • Brand strategy & planning
  • Business & technology consulting
  • Integrated campaign strategy
  • User research
  • Trend spotting


  • Wide format printing
  • Direct to substrate printing
  • Flexo & offset print optimization
  • Product & package comping
  • Color management


  • Retail design
  • Interior design
  • Feasibility studies and surveys
  • Space planning
  • Exhibit & event design


  • Concepting & storytelling
  • Explainer videos
  • 2D & 3D animations
  • Animated tours & flythroughs
  • Compositing & editing


  • Emerging technologies
  • Web & mobile development
  • User experience (UX) design
  • Interactive media & games
  • Installations & displays


  • Design & engineering
  • Millwork & carpentry
  • Custom coatings & finishes
  • Assembly & installation


  • Product ideation
  • Fixture & display design
  • Structural design
  • Rapid prototyping
  • 3D printing


  • 3D modeling
  • Photorealistic rendering
  • Virtual prototyping
  • Virtual environments
  • Virtual walk-throughs
Who are we at Wild Blue?

We’re exactly the people you’d expect to find in a place with such deep Wisconsin roots. Working hard, playing hard. Open to fresh new ways to get things done. Willing to pitch in at a moment’s notice. Yes, we’re a diverse group of visual, architectural and branding experts, filled with unique experiences, driven by intense curiosity. And yet, we’re able to marshall it all into a creative force that’s far greater than the sum of its parts. It’s how we all thrive.