Carolina Díaz
Q What do you do?
“I’m a graphic designer and the founder of Kaleido Studio, where we help businesses—especially in the tech space—build impactful brands and engaging digital experiences. Through branding, web design, and social media content creation, we align visuals with strategy to bring brands to life.”
At Kaleido Studio, we specialize in delivering creative, high-quality designs tailored to reflect our clients' values and attract their ideal audience. Whether it’s crafting a complete visual identity or developing a sleek, functional website, we’re passionate about turning ideas into visuals that inspire and connect.
Q What steps did you take to get to where you are now?
My journey to becoming a graphic designer and founding Kaleido Studio was shaped by education, hands-on experience, and a passion for creativity. I built a solid foundation in graphic and web design, later adding HTML and CSS to broaden my skill set. Early work with clients helped me balance creativity with business needs while mastering tools like Figma, Illustrator, and Photoshop.
Discovering my passion for tech and female-led businesses helped me carve a niche, offering specialized branding and web design services. Founding Kaleido Studio was a leap, but my background and network—built through platforms like Contra—have fueled both my personal growth and the studio’s success.
Q How do you stand out in your field?
I stand out by combining strategic creativity, personalized service, and cultural insight. At Kaleido Studio, I blend artistry with business strategy to align visuals with client goals, ensuring my designs are both impactful and meaningful.
Key ways I differentiate myself:
Human-Centered VIP Days: I dedicate focused, uninterrupted time to each client’s project for tailored, high-impact solutions. Cultural Perspective: My Puerto Rican roots and bilingual abilities allow me to create visuals that resonate with diverse audiences, especially for brands seeking to connect with Latin communities. Tech and Female-Led Niche: I make complex concepts accessible for tech-driven and female-led businesses, combining sleek aesthetics with functionality. Empowering the Creative Community: I’m building a community for Latino creatives to help them grow and value their work, adding depth to my role as a designer. Authentic Design: My work reflects a brand’s heart, focusing on timeless, valuable designs over fleeting trends.
Q What are you working on right now?
Right now, I’m balancing a few exciting projects and initiatives that reflect the core of what Kaleido Studio is all about: creative impact and community building.
Client Work:
I’m currently developing a social media content strategy for Prtronics, working closely with their in-house designer to refine their brand presence. We’re focusing on creating engaging, high-quality visuals to align with their audience and business goals.
VIP Day Services:
I’m gearing up for a few VIP Day sessions, where I’ll dedicate focused time to redesigning websites and building branding systems for female-led coaching businesses. It’s a unique offering that allows me to deliver high-impact results in a short, intensive window. Creative Community for Latinos: A big passion project I’m excited about is creating a community platform for Latino creatives. I want this space to foster meaningful connections, provide educational resources, and support designers in growing their careers without undervaluing their work. Freelance Opportunities: I’m also exploring opportunities on platforms like Contra and applying for roles where I can push my creative boundaries.
Q What’s your style?
My design style is a balance between clean simplicity and strategic storytelling. I believe that less is more, and every visual element should serve a purpose. I gravitate toward sleek, modern aesthetics with intentional pops of color, ensuring that each brand I work with feels both polished and approachable. Functionality is always at the core of my work—I aim to create designs that look great but also perform effectively, whether it’s engaging users, building trust, or improving brand recognition.
My perspective goes beyond just aesthetics. I view design as a way to amplify voices and make ideas tangible. My focus on female-led businesses and tech-driven companies is intentional because I believe in empowering those shaping the future. I also infuse my cultural background as a Puerto Rican into my work, valuing inclusivity and storytelling in ways that connect with diverse audiences.
Q Out of all your slashies, which one do you wish you could do more often?
If I could focus more on specific areas, it would be a deeper dive into branding, web design, and UX strategy. While I already work with these areas at Kaleido Studio, I’d love to refine my skills even further—especially when it comes to creating seamless, user-centered digital experiences.
Branding allows me to capture the essence of a business visually and emotionally, which I find incredibly rewarding. Web design, on the other hand, lets me bring those brands to life in a functional, interactive space. But where I want to push myself further is in UX strategy, focusing not only on aesthetics but also how users engage with brands online. I believe that great design isn't just about looks—it’s about creating meaningful, intuitive user experiences. Investing more time in UX/UI development alongside branding would allow me to offer even more value to my clients. I want to create websites that not only reflect a brand’s identity but also optimize the user journey—making every interaction feel effortless and aligned with the brand's goals. By focusing on these three areas—branding, web design, and UX strategy—I can better serve businesses in the tech space and beyond, building cohesive, functional brand experiences that connect with their audience on multiple levels.
Q What is frustrating you right now?
Right now, one of the biggest frustrations I’m facing is finding the right clients who align with the vision of Kaleido Studio. I’m looking for businesses that value strategy and creativity, but it can sometimes be frustrating navigating through potential clients who don’t fully understand the importance of branding and design as a long-term investment.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
If I could hire someone for $20/hour, I’d delegate administrative tasks and content management to free up more time for creative work and strategic growth. They could help with:
— Managing Client Communications and Scheduling
— Handling email follow-ups, coordinating meetings through Calendly, and managing timelines for ongoing projects would allow me to focus on delivering high-quality designs without interruptions.
— Social Media Content Creation & Posting: Preparing and scheduling posts for Kaleido Studio’s Instagram, repurposing existing content, and engaging with followers would help keep our online presence active and engaging.
— Organizing Design Files and Assets: Managing Figma, Adobe, and cloud storage files, ensuring all assets are properly named and stored, and creating libraries for design systems would streamline my workflow.
— Research and Inspiration Gathering: Conducting industry research, gathering visual inspiration, and staying updated on design trends would allow me to keep projects fresh and ahead of the curve. Having someone take over these tasks would make a huge difference in my day, giving me more time to focus on what I love—designing, working with clients, and growing Kaleido Studio. It would also give me the headspace to push forward with initiatives like building the Latino creative community I’ve been working on.
Q What do you wish you could have told yourself, when, and why?
If I could go back in time, I’d visit myself five years ago, right when I was starting out in the design industry. I would say: ‘Charge what you're worth. Don’t undervalue yourself just to get your foot in the door.’
When I first started, I thought saying yes to everything—no matter the budget or scope—was the way to grow. But it took me time to realize that working with the wrong clients or for too little can drain creativity and stunt growth. I wish I had known that the key isn’t to get every job—it’s to find the right jobs and build meaningful, long-term relationships. I’d also tell myself: ‘Don’t be afraid to specialize.’
Lastly, I’d remind myself to trust my creative instincts and embrace my cultural background as part of my identity as a designer. Back then, I felt pressure to fit into certain industry standards, but now I realize that bringing my unique voice and background into my work makes my designs stand out and feel more authentic. Learning these lessons earlier would have saved me from a lot of stress and doubt, but I also recognize that the mistakes and challenges along the way shaped who I am today—and I’m proud of that journey.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I’d love to speak with an expert in scaling creative businesses—specifically how to grow a design studio like Kaleido Studio without sacrificing quality or creativity. I’m interested in learning more about:
— How to build a sustainable client pipeline with high-value clients that align with my niche, especially in the tech and female-led business spaces.
— Strategies for effective delegation, so I can focus more on design and strategy while ensuring administrative tasks and project management run smoothly. This insight would help me take Kaleido Studio to the next level, giving me the tools to grow strategically, maintain high standards, and make time for passion projects like the Latino creative community I’m building. Understanding how to balance growth with creative freedom would be invaluable as I look toward the future of the studio.
Q What kind of opportunities/projects are you looking for?
I’m looking for branding and web design opportunities where I can collaborate with tech-driven companies and female-led businesses to create impactful, meaningful designs. My ideal projects involve a strategic partnership—where I can not only deliver creative solutions but also help businesses grow through strong, cohesive brand identities and functional, user-friendly websites.
Some of the projects I’m most excited about include: -Branding from scratch: Crafting complete visual identities, including logos, color palettes, and design systems that reflect a business’s core values and mission. -Web design: Building websites that blend sleek aesthetics with intuitive user experiences, ensuring visitors stay engaged and aligned with the brand’s message. -Ongoing design partnerships: Collaborating with businesses over time through VIP Days or retainer services, helping them continuously evolve and elevate their brand presence. I’m also open to collaborative projects with other designers or developers to bridge design and technology in innovative ways. Ultimately, I’m looking for projects where creativity, strategy, and business goals come together, allowing me to create long-lasting impact for my clients.
Q Describe your ideal job/client/collaboration.
My ideal client is someone who values design as a strategic tool and understands that a cohesive brand is essential for long-term success. I particularly love working with female entrepreneurs and tech-driven companies—businesses that are innovative, passionate, and open to collaboration. These clients trust the creative process and actively engage, giving meaningful feedback and sharing their vision while allowing space for creative exploration.
This kind of collaboration is what I strive for: a balance of creative freedom and strategic alignment, where both the client and I are fully invested in the outcome. I love projects that allow me to immerse myself in a brand, whether it’s through VIP Days, building a design system, or crafting a complete web experience. Ultimately, my ideal job is one where creativity, collaboration, and strategy come together to create something that’s not only visually compelling but also drives growth and connection.
Q: What is your rate?
Branding projects with Kaleido Studio typically start at $1,000, depending on the scope—whether it’s a full brand identity or specific deliverables like a logo and color palette.
Custom websites start at $5,000, with variations based on the number of pages, functionality, and integrations. Projects involving tools like WeWeb or Xano may have additional costs for UX design and testing.
For smaller businesses, solopreneurs, or non-profits, I offer VIP Days starting at $200, where we tackle key design needs in a focused, dedicated session.
Hourly consulting or smaller design tasks are available at $25-$50/hour. I'm always open to custom packages depending on the client's needs.
Q How should someone approach you about working together?
The best way to connect with me is through email at kaleidobrandstudio@gmail.com or via my portfolio site at kaleidobrandstudio.com. You can also book a time to chat through Calendly if you'd like to dive straight into project details.
When reaching out, I’d love it if the intro included:
A brief overview of the project (What do you need help with? Branding, web design, or something else?) Timeline and budget range (Even a ballpark figure helps!) I value clear communication and creative collaboration, so the more details you can provide upfront, the easier it’ll be for us to align and create something amazing together!"
Q Oh! and… how do you stay creative?
Curious mind, coffee, and fresh air.
This member profile was originally published in November 2024.