Caray is a graphic design studio run by Niki FV Keysselitz, where she works as an independent designer and collaborates with other creatives. Our practice is focused on achieving significant visual development based on a conceptual & strategic approach.

About

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I guide artists, entrepreneurs & cultural institutions and co-create with them to make their vision come to life. Driven by a deep sense of meaning and a passion for observation & research, I enjoy finding connections between concepts inspired by the peculiarities of each individual project, moving around different design fields, with a special focus on brand identity and narrative visual strategies aiming to elevate business and brand offerings by translating their core values into a significant visual form.

→ Teaching & Research Background

Design teacher at Universidad Europea de Madrid (2021-2023), leading the subjects: Being a Designer, 2d Workshop, and Creativity. Creation and development of 3rd year subjects of the Online Degree in Graphic and Multimedia Design, and supervision of the research of other authors in their respective asuthorships: Graphic design technologies (on and offline), Corporate Identity and Signage (wayfinding systems); Graphic and multimedia production applied to event design.

→ Recognition & Talks

— INNOVA Award for the best innovation project of the End-of-Degree State Awards of The Official Association of Graphic Design Catalonia for its communicative, plastic, functional and operative innovation (2019)

— Speaker at GRADA, 2019, Design Congress in Graphispag. Barcelona

— Speaker at Universidad Europea de Madrid, 2021

Services

Brand Strategy

Brand Discovery
Brand Tone
Brand Persona
Brand Opportunity
Creative Direction
Moodboards
Creative Writing

Brand Identity

Custom Logo
Submark
Typography Hierarchy
Color Palette
Iconography
Style Guide

Brand Collateral

Social Media Design
Editable Social Media Templates
Business Cards
Stationery
Brand Image Curation (Photography)
Editorial Layouts
Merch
( Etcetera )

Creative Direction

We offer Creative Direction and consultation to help you craft your brand strategy, assist you in the steps necessary to begin a design exploration, or provide Art Direction to ensure consistency across brand touchpoints.

Web Design

Squarespace or Shopify Platforms
Web Design Strategy / Sitemap
Semi or Fully Custom Design
Development
Responsive / Mobile Optimization
Domain Transfer
Basic SEO optimization
Post-Launch Support

LOVING WORDS FROM CLIENTS

Every time I go through the finished concept, I am amazed. It is so incredibly brilliant, innovative, deep, elegant, and beautiful. After 10 years of supporting Maniac Dance Center with only a logo, the new branding seriously leveled up the game, bringing us results quickly. We recently received a big funding to expand the Center and I am certain that the impeccable image of the pitch deck design had big influence. I will forever be grateful.

— Natalie Baron about the branding of Maniac Dance Center

I had been thinking about Purisst for years, but it was not until I talked with Niki that I could see it as a true, tangible reality. I am fascinated by how her mind works; how sensitive and curious she is, and I am really in love with how the identity came together. So much that I ended up
getting a tattoo of it!

— Janina Homann about the design process of Purisst

It is rare to come upon Dance Festivals with well-thought-out designs, but this one was just next level. The conceptualization of each icon is so unique, special, and accurate, and the implementation in the event flawless. I felt very impressed and inspired.

— Eshi Paradiso about the visual identity of 5th Chamber