A Creative Collective Building Brands That Move People and Shape Culture
We believe in the power of afternoons, when creativity sparks and bold ideas take flight. Mornings are for getting things done, but afternoons are for breakthroughs.
We carry that energy into every brand transformation, partnering with you to create brands that move people, shape culture, and lead the conversation. Because the best brands don’t follow norms; they set them.
Meet Our Founder & CEO,
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.
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.