Inspiring Conversations with Katya Anleu, Amanda Velasquez of Refinado Creative Agency

Today we’d like to introduce you to Katya Anleu, Amanda Velasquez

Hi Katya Anleu, Amanda Velasquez, so excited to have you with us today. What can you tell us about your story?
It all started about three years ago when we met while working at our former company. We quickly clicked, not just as coworkers but as friends, and that bond grew into a strong collaborative working relationship. From the very beginning, we found so much joy in working together—whether it was brainstorming ideas, moodboarding for clients, or dreaming up photoshoot concepts. There was this mutual respect and shared excitement when tackling any project.

In February 2022, we had a chance to lead a Pop-Up Shop for a top client, sponsored by Shopify, in SoHo, New York. It was during that experience we realized how aligned we were, both professionally and personally. We care deeply about making our clients happy and ensuring they feel supported. That experience solidified our belief that we wanted to build something service-based—something that allowed us to help people and brands who genuinely care about what they do, whether big or small.

We’ve been lucky enough to work with amazing people, like Audrey Peters, who once said, “I specifically want to work with whoever worked on the Gals On The Go brand, as it was so beautifully done.” That kind of feedback just reinforced our belief that we were on the right path.

By November 2023, we decided to turn that dream into reality and launched Refinado Creative Agency, a woman-minority-owned business. Refinado is Spanish for “refined,” which speaks to our mission—refining ideas, methods, and systems by making small, thoughtful changes to improve them. It’s like building up a more refined profile of our client’s needs, always improving along the way.

What makes us work so well is that we bring different perspectives and strengths to the table, which complement each other perfectly. Through our friendship, we learned how to support one another, especially during challenging times, and that understanding made our work thrive.

This is where our passion lies: brand identity, brand strategy, creative direction, visual storytelling, analytics, styling, conceptualizing, and supporting small brands in any way we can. With roots in both Los Angeles and New York City, we’re here to take your brand to new heights—no matter where you are.

Now, we’re working with clients to help elevate their brands, constantly learning, networking, attending events, and growing. We’re always asking ourselves how to improve and offer our clients more. We’re open to learning, meeting for coffee, hopping on calls—if you think we can create something amazing together, let’s chat! Our door is always open.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The road to building Refinado hasn’t always been smooth. Breaking into such a saturated market can definitely feel intimidating. There are so many talented agencies, but we’ve always been confident that our unique experience and approach sets us apart. That said, pricing our projects to lock in clients is always tricky, especially when you’re competing in an industry as competitive as ours.

Like any new business, it’s been a slow burn at times, but we’re up for the challenge. We’re optimistic about expanding our roster and services. One of the bigger challenges we’ve faced is that, as a woman-minority-owned business, it’s sometimes harder to be taken seriously, even when we have a proven track record with successful brand development and campaigns for clients like Dairy Boy, Brooklyn Eight, Giggly Squad, and Addison Rae. Despite our achievements, we’re often up against predominantly male-led competitors, and it can feel like we’re not always the go-to choice.

However, for us, the biggest challenge has been proving our credibility and getting that initial trust when pitching ourselves to small brands. We know how passionate we are about helping small businesses grow, but conveying that to clients, especially when they have other established agencies to choose from, is always a hurdle. Yet, we keep pushing forward, because we believe there’s space for women like us to break into this industry and thrive.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
At Refinado Creative Agency, we’re all about helping brands find their voice and elevate their presence. We’re a creative branding agency that specializes in brand identity, brand strategy, graphic design, creative direction, visual storytelling, analytics, styling, marketing strategy, website optimization, and conceptualizing. Whether you’re a small business or a larger brand, we’re here to support you in any way we can. With roots in both Los Angeles and New York City, we’re ready to take your brand to new heights—wherever you are.

What sets us apart is our deep understanding of our client’s needs. We know that each brand is unique, and we’re committed to being flexible and accommodating to meet those individual needs, whether it’s timelines or budgets. Our services are completely customizable, so whether you need a one-time consultation or an in-depth, long-term brand strategy, we’ve got you covered.

Katya, one of our co-founders is also a fashion stylist with experience styling influencers in NYC and working on campaigns for brands like Solid & Striped, Ed Hardy, Kajal NYC, and KBH Jewels. Her work has been featured in publications like Glamour and L’Officiel, and she’s styled for Andrea Denver in TM Style and Naomi Watts in Amazing Magazine. This combination of styling expertise with our branding services allows us to offer clients a truly comprehensive creative experience.

Amanda, our other co-founder, was the driving force behind the launch of the Dairy Boy brand, taking it from concept to reality. She spearheaded the entire initiative and empowered Paige Lorenze to build Dairy Boy into the successful lifestyle brand it is today. That kind of hands-on approach to building brands is at the heart of what Refinado offers—turning ideas into tangible success.

We also offer a flexible pricing structure to make sure we can work with a variety of clients, big or small. Our hourly consultation rate ranges from $150 to $275, perfect for those who need strategic advice or guidance. For bigger projects, we offer a range from $5,000 to $25,000 and beyond, covering everything from concept development to final delivery. Plus, we offer a free 30-minute consultation upfront, where we can sit down (virtually or in person) to talk about your goals and how we can help you achieve them.

We’re proud to have worked with over 175 influencer brands and counting, with a combined 10+ years of experience in the branding world. Moments like Dairy Boy fuel our passion and inspire us to continue empowering small brands to grow and thrive.

Our mission is to turn your brand vision into reality, help your struggling brand stand out in a competitive market, and elevate your brand identity by cutting out the fluff and getting clear on your target audience and brand identity.
So whether you’re looking for help with branding, marketing strategy, website optimization, or need support to bring a creative project to life, we’re here to make it happen.

Is there any advice you’d like to share with our readers who might just be starting out?
Our advice for anyone starting is simple: don’t overthink things. It’s easy to get caught up in the details and feel like everything needs to be perfect before you launch, but the truth is, you don’t need everything figured out right away. When we started, we didn’t have a website or a pitch deck ready, we just had our network and our reputation. That didn’t stop us from reaching out to clients and getting our name out there. Over time, we were able to build our website, create a pitch deck, and develop the materials we needed, but it was a step-by-step process.

If you’re starting a new business, focus on the essentials. Brainstorm your business name, get your LLC set up, and start slowly building out your website and socials. Clients will want to see a visual representation of your services but don’t feel like it has to be perfect from the start. Work on your ‘menu’ of services and tackle one thing at a time.

Also, don’t be afraid to ask for help. Reach out to friends, family, mentors, and old colleagues for advice or support. We live in a time where there are so many resources at our fingertips, so don’t let fear or the unknown stop you from pursuing your passion. One thing we’ve found valuable, and continue to do, is staying connected—reaching out to past coworkers, and clients, and putting ourselves out there. The more you show up, the more you grow.

Pricing:

• Hourly Consultation Rate: Ranges from $150 to $275 per hour
• Project Rate: Flexible budget range from $5,000 to $25,000 and beyond
• Additionally, we offer a free initial 30 minute consultation to discuss your needs and how we can help you achieve your goals.

Contact Info:

• Website: https://www.refinadocreative.com/
• Instagram: https://www.instagram.com/refinado.creative/
• Other: hello@refinadocreative.com , katya@refinadocreative.com , amanda@refinadocreative.com