We recently connected with Kat Araujo and have shared our conversation below.

Kat looking forward to hearing all of your stories today. So, folks often look at a successful business and think it became a success overnight – but that often obscures all the nitty, gritty details of everything that went into the growth phase of your business. We’d love to hear about your scaling story and how you scaled up?

In 2018, I started Afternoon Culture with $300 and a desire to build a brand consultancy that championed trailblazing brands led by women, nontraditional founders, and those doing purpose-driven work. A few months after starting, I joined a business incubator in midtown Manhattan that was buzzing with founders chasing VC or angel investor funding. While that wasn’t the path for me (data showed only about .2% of Black women founders receive venture capital), being surrounded by other entrepreneurs was very valuable. I opted for slow, sustainable growth and focused on building a company on my terms.

Three months after launching, I hired a part-time virtual assistant. This was a calculated risk to test delegation and begin building systems with future growth in mind. I’d heard that a strong business is a set of systems that deliver value to clients and profits to the owner, and that became a guiding principle for Afternoon Culture. After six months, my desire to mentor young designers and strategists grew. Partnering with a local college for interns helped refine my approach and process since I had to teach others about it. This also led to a pivotal hire in Jackie DiStefano, a graduating senior with a fantastic business mind. After graduation, she joined as our part-time Studio Manager and her presence really helped me focus on growing the company.

The pandemic’s arrival was scary for Afternoon Culture, as many of our hospitality and wellness clients paused projects. But after the initial shock, I saw an opportunity. We’d been laser-focused on our clients’ brands; it was time to give Afternoon Culture the same treatment. Over the summer of 2020, I collaborated with other small businesses, shared our story on podcasts and social media, and launched a new website, newsletter, and blog. Within a year, revenue surged by 290%. Transparency is essential to me, so I want to add that we’ve maintained a healthy 40-50% profit margin each year. This meant running lean with minimal expenses. I let go of our beautiful workspace and prioritized essential investments.

As we grew, I cautiously considered expanding the team. Initially, I managed a group of 8-10 contractors, but there was a steep learning curve. At times, staffing projects felt wasteful, projects moved slower, and profitability suffered. I realized I needed guidance and a better understanding of leveraging a team. Teetering on burnout, I made a game-changing decision: hiring a fractional CFO. Having someone solely focused on our financial strategy and optimizing them took us to a new level. It was challenging; we had to streamline our offerings, adjust workflows, reshape our team, and prioritize long-term stability.

Looking back on 250+ brand transformations, I can confidently say every company is unique. However, one constant is change. Embracing it is crucial, like shifting to the brand building during the pandemic. I’m also a big believer in learning from mistakes. Managing a team of contractors across multiple projects had many drawbacks, but the fractional CFO hire was a turning point. My story highlights intentional growth focusing on profitability over rapid expansion. Adaptability and learning from experience have been essential. I believe Afternoon Culture’s journey is an inspiring example for aspiring entrepreneurs who want to build a successful business on their own terms.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I am a first-generation Dominican American, born and raised in NYC. I have always been creative and come from a family of entrepreneurs with a great business sense. As the founder and creative director of Afternoon Culture, an Emmy-nominated brand consultancy, I am on a mission to elevate trailblazing brands through insightful strategy & compelling design. In addition to running Afternoon Culture, I have a small business coaching practice, For the Trailblazers. I advise fellow entrepreneurs & executives on strategically growing their businesses.

I am a serial entrepreneur with a decade of experience, but my path into branding and business strategy wasn’t very linear. After running a few businesses in the hospitality space, I realized I wanted to use my natural abilities in branding and marketing. I shifted my focus and launched my first branding & content creation studio in Honolulu in 2015.

In 2017, I moved back to NYC after living in Honolulu for 8 years. Moving to NYC offered me many new opportunities: I worked with brands like HBO, Chipotle, Pepsi, Benihana, and Hennessy-Moët in content production and marketing. Once I honed my expertise, I started Afternoon Culture to support brands making a positive impact in health, wellness, hospitality, social justice, and entertainment.

I’m passionate about helping brands define the visual and verbal identity that allows them to connect with their audience and achieve maximum impact. When I mention branding, people often think of logos, but our process involves much more. When we partner with a brand, we explore the brand’s mission, vision, core values, target market, and competitive landscape. We then translate those insights into a cohesive brand identity & strategy that tells their unique story and drives results. Some critical challenges we help our clients with include lack of brand clarity & inconsistent brand identity, difficulty connecting with their audience and converting customers, positioning their brand to stand out in a crowded marketplace, and falling behind or not adapting to change in their space.

While there are many brand consultancies, Afternoon Culture is the only independent woman-led and Afro-Latina-owned brand consultancy in NYC and LA. It’s a shocking statistic, but only 3% of all designers are Black, and only 29% of all creative directors are women, with a mere .01% of agencies led by women. As a team, we’re inspired by culture and work to create brands rooted in the current moment because those brands will have the most impact. The most influential brands don’t just follow trends; they set them. They understand the pulse of society and push culture forward.

I’m incredibly proud that we’re celebrating our sixth anniversary this summer. When I founded this company, I had limited resources but big dreams. I’m thankful we prioritized creating value for our clients and providing an experience that keeps them returning. I’m excited to keep supporting visionary individuals and companies eager to innovate and challenge the status quo.

What do you think is the goal or mission that drives your creative journey?

At the heart of my entrepreneurial journey is a deep-seated passion for helping people bridge the gap between their vision and reality. As a problem solver and doer, I find immense joy in transforming individuals and brands to help them achieve their goals. Whether it’s through launching a brand with Afternoon Culture or advising entrepreneurs and executives through For the Trailblazers, I thrive on tackling challenges and unlocking potential. My journey has given me a profound understanding of launching, growing, and scaling a business. My mission is clear: to empower others to achieve lasting success by providing the tools and guidance to navigate the business landscape and realize their visions.

What do you think helped you build your reputation within your market?

A few months ago, a client told me we genuinely cared about her success and that our passion made a huge difference. As we grew and scaled, I decided we would always maintain a high-touch, personal approach. We prioritize nurturing relationships, and this commitment has been instrumental in building our reputation within the market. Our dedication to understanding and supporting our clients’ needs has truly paid off, fostering trust and long-term partnerships.

Contact Info:

• Website: afternoonculture.com/ forthetrailblazers.com
• Instagram: @afternoon.culture / @forthetrailblazers
• Linkedin: https://www.linkedin.com/in/kataraujo