Elevating Culturally Relevant Brands, One Afternoon at a Time
OUR BRAND MANIFESTO
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OUR BRAND MANIFESTO ⏤
We believe in the magic of afternoons—when creativity blooms and inspired thinking thrives. Mornings are for getting things done, but afternoons are for innovating.
Infusing this belief into every brand transformation, we partner with trailblazers to create brands that resonate deeply and disrupt the status quo. Because the best brands don’t just follow norms; they challenge them.
Meet Our Founder,
Kat Araújo
Kat is an Emmy-nominated creative director and serial entrepreneur with a decade of experience, a profound branding enthusiast, but most importantly, a champion for visionary leaders.
A born and bred New Yorker and a first-generation Dominican American, Kat has always been a creative force with a voracious appetite for challenging the status quo and norms.
While pursuing her undergraduate degree at Johns Hopkins, she discovered her identity as an artist and storyteller.
After completing her tenure in Teach For America Hawaii, she delved into entrepreneurship.
As a freelance brand designer, strategist, and content creator, Kat collaborated with brands like Chipotle, HBO, Pepsi, Bloomingdales, and Benihana.
In 2018, she joined a business incubator in downtown Manhattan and launched Afternoon Culture. Her focus remains on doing the work she loves most: launching and growing trailblazing brands.
What We Do
At our core, we shape brands that tell compelling stories, creating identities and experiences that engage and inspire those who encounter them.
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At the heart of every impactful brand lies a meaningful strategy that captures its essence.
We craft a roadmap guiding you in sharing your story and building connections, reflecting your brand’s soul with clarity.
Research
Audits
Mission, Vision, Purpose
Brand Positioning
Naming
Brand Architecture
Go-To-Market
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Your brand identity is a vibrant expression of your essence, translating its spirit into both visual and emotional languages.
Every element we create—logos, colors, typography, and messaging—tells your story and reflects your values, forging a deep connection with your audience.
Visual Identity
Verbal Identity
Color & Typography
Packaging Design
Signage & Wayfinding
Brand Guidelines
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Brand activation is where your story truly comes to life, transforming your identity into memorable experiences that engage and inspire.
Through thoughtful planning and creative execution, we infuse your brand with energy, ensuring it resonates and creates lasting impressions.
Website Design
Brand Campaigns
Events & Environments
Marketing & Sales Collateral
Annual Reports
Photography, Video & Motion Design
Our Core Values
01 Clarity
In a world full of noise, we create the space for trailblazing leaders to find clarity, enabling them to make decisive, informed choices.
02 Momentum
To thrive in today’s fast-paced market, brands need to move quickly. Our process is designed to get you unstuck and propel you forward with speed and confidence.
05 Flow
Embracing the seamless flow between creativity and strategy, ensuring your brand evolves with focus, balance, and a clear path to success.
03 Transformation
Transformation is at the core of everything we do. We embrace challenges and redefine how you approach your brand’s evolution, unlocking new possibilities.
06 Culture
Brands don't exist in a vacuum; they're shaped by the world around them. We prioritize a deep understanding of the cultural context that will influence your brand’s future.
04 Ownership
We take full responsibility for every project, partnering with you to transform challenges into opportunities, delivering results that exceed expectations and create lasting brand impact.