I'M RAY.
I Help Xennial Xperts Xpress their xpertise.
No More Bad Words.
(We’ll replace them with badass words.)
Who are you?
I'm Ray Keilman, brand designer, messaging specialist and proud Xennial.
I grew up in Indiana doing weird things like designing logos for non-existent sports teams. I remember a few, like the Phoenix Scorpions and the L.A. Stalkers. I was always proud of that second one. It was kinda edgy, which was the style at the time. (That's both true and a Simpsons reference! I am irresistible.)
Got my first design job in high school at a local place called Signs on Time. Try to guess what we did and when we did it?? Okay, spoiler, we made signs and we made them on time.
After college I spent a few years in Phoenix before heading to NYC to be a freelance graphic/web designer slash starving artist.
At one of those freelance gigs, they brought in a Creative Director to lead a brand refresh, and she recruited me to execute her ideas. Back then I had all the standard misconceptions about branding (it's logos and colors!), then she handed me the style guide from when she worked on Jay-Z's D'USSÉ cognac launch. That was an eye-opener. After she left, I stuck around to act as the Brand Manager, continually evolving and expanding the brand as their events and initiatives evolved and grew.
Years later, when my daughter was still newborn, my income source vanished overnight (Don't rely on one massive retainer client! Danger!). The job search process was a frantic nightmare that led to spinning up this ol' place. After all, my wife's sourdough bread hobby had already turned into a full fledged artisanal microbakery (right here in our apartment!), and helping her brainstorm through the challenges of running it become an enjoyable pastime. I could help other people do that too! Other people like you!
What is this place?
This is the place for Xennial-owned creative service businesses in music, film and games who want more of the right clients, more of the (*does the money gesture with the fingers*), AND more of the (*points to my wrist where a watch would be if I wore one*).
If you want to be able to
answer "So, what do you do?" without their eyes glazing over like egg wash on challah (it's bake day in here as I write this),
stop being embarrassed to send people to your website because ugh it's just not you (maybe it was once, but you've changed, man.),
move people to act when they visit your site, and
discern which of the million business tactics are actually the right ones for you right now,
I've got the solutions you need.
Why should I care?
Because you've got the tools, you’ve got the talent — you just need to say it the right way with the right words and the right visuals. The people who most want and need your help just aren't getting that you're the answer to their prayers. I help with that.
How do you help with that?
We take a BrandTrip! That's 2 hours of me learning all about your business: history, goals, struggles, and much more. Then from all that information + my own independent research, I craft a totally bespoke, fully actionable roadmap of the exact steps you need to take to realize that Dream-version of your business.
If you're at the stage where you want to try and ChatGPT your way to success, get to it! It's going to waste a lot of your time (GPT can't distinguish a good idea from a bad one), so no sense spending more of your precious time here!
BUT if you've already been down that road and are looking for curated answers and profitable ideas, let's jam.
Why do you call it UPyours?
Getting unceremoniously dumped by a long term corporate client while navigating a newborn is enough to make anyone say F-U to the universe. Starting my own biz felt like a big, fat, bridge-burning “up yours” to the Corporate Machine. Why not memorialize it?
But I love when things have multiple meanings — I also saw an aspirational message of "next level-ing" your brand. Of elevating your existing superpowers. That's why the logo has a star inside the U. That's the spark that's inside of you! ("Branding!" I exclaim while doing jazz hands.)
“Xennial-owned creative service business in music, film and games" is pretty specific. Can you give some examples?
Certainly! Things like:
Music Production / Mixing / Mastering Services
Indie Game Development Studios
Boutique Creative Agencies
Video Production Houses
Animation / VFX Shops
Design Studios
Sound Studios
Why Xennials and… what’s a Xennial?
I'll answer the 2nd one first. Xennials are misfits born during the OG Star Wars years (1977-1983). Too young to be fully Gen X, too old to be true Millennials, we didn't have to figure out the internet as adults, nor were we born into it. We grew with it. (I acknowledge that this generational stuff is not an exact science… the word "Xennial" didn't even exist until Sarah Stankorb created it in 2014. But there’s a certain pride and camaraderie that comes with sharing these lived experiences.)
We remember the pre-net age: Saturday morning cartoons, mixtapes, and our friends' parents picking up the phone when we called their house. We remember the inhuman shriek of the dial-up modem connecting to The Information Superhighway (it's a series of tubes, people!). And we got to graduate college before smartphones and social media (thank all the Gods for that).
Old-school soul, new-school tools. Nirvana and Spotify, VHS and streaming, Star Wars (legendary) and the Prequels (disappointing) and the Sequels (horrifying).
So that's why Xennials. It's my language, my memories, my world. And if it’s yours too, then I Can't Hardly Wait to talk!
Is it true that you were the 1995 Blockbuster World Video Game Champion (Super Nintendo format) at the 61st St & Broadway location in Merrillville, Indiana?
Wow, I can't believe you heard about that! Yes it's true, the game was Donkey Kong Country and I got free rentals for a year.
I want to work with you. What should I do next?
Book a Fit Call to see if we fit! Do we get along? Can I even help you? Let's figure all that out first. And if I can’t help you, maybe I know someone who can!
"Why do you call it UPyours?”
and other FAQs
Meet Ray
A rebellious wise-ass with a heart of gold.
Serious branding. Just not very serious.
Favorite Music: Pearl Jam, Chili Peppers, Radiohead, Bjork, Joanna Newsom
Favorite Films: Who Framed Roger Rabbit, Beetlejuice, Groundhog Day, Mulholland Drive, Lord of the Rings
Favorite Games: Zelda, Deus Ex, Half-Life,
I’ve always been drawn to the moment things deepen—the moment when an acquaintance becomes a friend, a project becomes a purpose, a message becomes a connection. That quiet shift, when something clicks into place and you feel seen, understood, known.
That’s the spark I chase.
I believe we’re all carrying something true, something worth sharing—but most of us haven’t had the right questions asked, the right space held, or the right language offered to express it. And without that, we stay surface-level. Isolated. Playing roles instead of building relationships.
My “why” is to reveal the truth of who we are—individually and collectively—so we can connect more deeply, create more freely, and transform the space between us into something real.
Branding is just the channel I use. Music, writing, visuals—they’re all part of the toolkit. But the mission underneath it all is to help people align what’s inside with how they show up in the world—so their voice becomes a beacon, and their work becomes a bridge.
Because when expression meets authenticity, and identity meets connection, that’s where real transformation lives.
About Ray.
What’s the funniest way to describe what you do? When we work together, that’s a question I will definitely ask you.
I care about your brand because it’s an extension of you, and I care about you (probably). But I keep the process light so that it doesn’t feel like the weight of the world hinging on every decision.
Besides, my process isn’t about making brand decisions, it’s about revealing brand truths, which is much more empowering.
UPyours exists to demonstrate how being your you-est you is the real magic behind brand success. A strong brand is both a thumbs up and a middle finger, attracting your dream clients and repelling the nightmares.
Life is much simpler when you don’t have to agonize over what to say or how to say it — but it requires the confidence of knowing just how to convey who you are, accurately and consistently.
BRAND PURPOSE
Your Role in your clients’ journeys
your business’ natural laws that dictate how you behave and make decisions
the world you are ushering in
BRAND VISION
A world where the most skilled and creative people aren’t drowned out by louder, flashier, or cheaper alternatives — but are recognized, respected, and rewarded for the true value they bring.
BRAND MISSION
To dig deep, uncover the gold my clients have been sitting on, sharpen their message until it cuts glass, and wrap it in design that makes their words sing — building brands that attract better clients, higher-value projects, and more freedom to live the life they want.
the primary objective to building that world
To help independent professionals turn their expertise into clarity, confidence, and profitability — so they stop being overlooked and start being the obvious choice.
BRAND VALUES
Tell the Truth → Build brands that are authentic expressions of real expertise, not fake personas.
Make It Clear → Strip away the mush and sharpen every message until it lands.
Create Confidence → Give clients the clarity and presence to stop chasing and start choosing.
Blend Logic + Magic → Use strategy and creativity together so brands feel both smart and unforgettable.
Surprise & Delight → Deliver results that exceed expectations while keeping the process transparent and collaborative.
A Layer deeper
Colors from volcano — 4 elements — NYC flag — Queens sports
Why Call it “UPyours”?
It’s a bold statement for business owners who feel stuck, lost, and frustrated.
It’s about elevating every aspect of your business — your brand, strategy, and results — so you can achieve what you set out to do. It’s not just “up” in the literal sense, as in growing, scaling, or succeeding (though those things matter too). It’s about reclaiming your power and potential. It’s an invitation to rise above the frustration and take control of your business with clarity and intention.
It’s bold. It’s irreverent. But most importantly, it’s aspirational—a declaration that your next move will be upward and onward.
That’s why our logo has a star inside the U.
It represents the spark that’s inside of you.
