More context
Criterio Enter projects that can already count on strategy, content, communication, performanceData and Technology Karmina.
KarminaAI StudioAgents · Services · Training
Karmina ·
Design Studio
The world needs
better judgement.
The design study of the Karmina ecosystem: brand strategy, identity, packaging, retail, campaigns and visual systems built with intention.
Discover Criterio ↓What is Criterio
Specialist design that completes the Karmina ecosystem.
Criterio is the design studio of the Karmina ecosystem. It is born to give more depth, order and intention to the way a brand is thought, presented and related to people.
You can work as an independent studio or integrate into a larger Karmina project. This allows brand strategy, content, campaigns, marketing, technology and design to share context from day one.
For the client, the benefit is very concrete: a specialist team that does not reach the end just to shape an idea, but participates in the decision, understands the business and builds a visual system ready to work at all points of contact.
An identity does not have to follow all the trends: it has to know what decisions it can sustain. At Criterio we design visual systems that help the brand to recognize, differentiate and grow without losing coherence every time a new format appears.
The specific value
Design becomes a tool for decisions, rather than a finishing layer.
Criterio participates before producing. It helps to define what the brand should communicate, what visual decisions will make it possible and how coherence will be maintained when the system grows.
- 01Clarify
We order purpose, positioning, architecture and messages so that identity responds to a real direction.
- 02Differentiate
We build our own recognisable language, not a sum of interchangeable visual resources.
- 03Make it work
We turn the idea into a system applicable to campaigns, content, packaging, spaces and digital experiences.
Why Karmina
Specialisation with the bigger picture in view.
A brand does not live only in a logo. It lives in business, people, channels, data, technology and every touchpoint.More Talent
We activate the right profile in each phase: creative direction, branding, graphic, digital, packaging, motion, 3D or production.
More Continuity
The idea, the visual system and the execution share objectives, teams and learning. Less overlap; more consistency.
Capacities
From the thinking to every application.
Scroll to explore →Brand Strategy
Positioning, architecture, narrative and criteria that guide all subsequent decisions.
↗Name and Identity
Names, visual languages and systems capable of recognizing and evolving.
↗Branding
Clear, coherent and relevant marks that turn business value into perception.
↗Packaging
Design that orders information, raises perceived value and works at the point of sale.
↗Art Direction
A unique look to connect campaigns, content, photography and production.
↗Campaigns
Ideas with a specific function, prepared to live in different formats and channels.
↗UX/UI
Digital experiences that make the brand understandable and facilitate every journey.
↗Retail and POS
Graphic systems, spaces and materials that bring identity to the physical experience.
↗Motion, 3D and rendering
Movement, volume and visual prototypes to explain, test and present better.
↗Monthly Design
Creative continuity for brands that need a specialized team on a recurring basis.
↗A way of working
Think → Design → Build.
- 01
Think Before, Design Later
We listen, ask, analyze and understand the context, people and purpose before opening any program.
- 02
Design for Purpose
Every decision has an intention. The design does not decorate the project: the order, the difference and the help to move forward.
- 03
Build value that lasts
We create brands and systems that are ready to grow, adapt and continue to make sense when trends change.
Karmina Ecosystem
A group. Different specialties. A team when needed.
Criterio brings brand strategy, identity and design to an ecosystem that also connects marketing, advertising, audiovisual, transformation and technology.
When a project needs it, the same idea can continue with Karmina, Dunder Mifflin, Utopiq, Smart Team or Karmina AI Studio without losing direction or having to start from scratch.
- Karmina AI Studio
- Karmina
- Smart Team
- Criterio
- Dunder Mifflin
- Utopiq
Success stories · From 2015
Design, brand and experience within real projects.
01City Council
Terrassa
Terrassa
Public administration · LLM Strategy
Terrassa City Council
View case study ↗02
Public infrastructure · Social Media OS + Agents
Aena
View case study ↗03
Nonprofits · Training + adoption AI
Associació Alba
View case study ↗04
Consumo · Social Publisher
De’Longhi
View case study ↗05
Editorial · Knowledge Guide
Salvat
View case study ↗06
Public administration · Meeting Notes
Diputació de Barcelona
View case study ↗07
Food and drinks · Benchmark Scout
D.O. Cava
View case study ↗08
Restoration · WhatsApp Desk
UDON
View case study ↗09
Beauty · Landing Builder
Labeau Organic
View case study ↗10
Food · Dashboard Builder
Damel Group
View case study ↗11
Retail and Fashion · Market Scout
Zara
View case study ↗Move horizontally to see more cases
The Specialized Team
Designers with different backgrounds. The same high standards.
Creative direction, senior design, visual systems, graphic production and emerging talent work as one team.
Manifesto
Design with judgement. Create brands with value.
We believe in a design with value, intention and criteria. In a world that prioritizes immediacy and noise, the best brands continue to be built with thought, consistency, and purpose.
We are not interested in making more design. We are interested in making better design.
Every decision has a reason to exist. Each system should help the brand to be clearer, more relevant and more durable.
Let’s talk about design.
Your brand needs better decisions, not simply more activity.
Let’s talk
What does your brand need to do?
Tell us about your situation, even if the challenge is not fully defined. A member of our team will respond to understand the process and discuss a first step.
hello@karmina.ai