Meet Juliana Cure | Founder & Creative Director

We had the good fortune of connecting with Juliana Cure and we’ve shared our conversation below.

Hi Juliana, what do you attribute your success to?
One of our greatest strengths at Cure & Cure is how we listen carefully as we dive into our clients’ worlds – I want to understand what fuels them, what makes their work different, their style, their passions, their ambitions. Then I get a bit obsessed. We research like crazy, dig into what’s already out there, spot what’s missing, and look for ways to build something no one’s done before.

But the truth is, even the most stunning brands fall flat if the product isn’t great. So, when the door’s open, we go further. We research, ask tough questions, and suggest bold moves – not because we know better, but because we want to be part of something bigger, timeless, that redefines the game.

Our work is tailored for each client. No shortcuts. No one size fits all. We pour our heart and soul into every project, and treat each of them like a new baby. We don’t chase trends. We don’t do safe. From Miami to Abu Dhabi, Barranquilla, Naples, or Riyadh, we go above and beyond to bring our client’s vision to life in a way that feels both personal and bold.

We’re not aiming for ‘nice.’ We want the wow. That moment when a brand feels both unexpected and exactly right. That’s what drives us. That’s Cure & Cure.

Alright, so let’s move onto what keeps you busy professionally?
I am absolutely passionate about brands, with an endless obsession for design, in all its forms. This drives Cure & Cure, a Coconut Grove branding studio where we build identities that move markets, blending strategy, art, and storytelling. Our team has shaped more than 100 brands across industries worldwide. From redesigning a luxury home watch business in Naples, branding an interior design firm in Riyadh or creating experiences with Red Bull’s F1 car in Miami to crafting campaigns for L’Oréal or Chandon, we’ve helped shape brands that perform.

We take pride in delivering work that goes beyond unique aesthetics to drive sales. 6,000 new reservations in a few months resulting from one of our campaigns, turned a client in one of the most booked venues in Miami, for the first time – according to Open Table.

My journey started in Barranquilla, Colombia. Art has always been part of who I am, inspired by my mom – whose abstract paintings were selected, among others, by the Florence and Arad Biennales. I took a different path though, and went to business school, followed by a decade of work in the flower industry, where I opened markets in Japan, Qatar, the UK, and beyond, while freelancing market intelligence for a top agency in México. That experience taught me how to think global from day one. I opened our first studio in Colombia after earning my master’s degree in International Business in Barcelona. It wasn’t easy. Despite years of hard work, as the pandemic approached, businesses closed and that left us with basically no projects, so we decided to use our time in something we had never done: entering our first contest, the New York Festivals’ Bowery Awards. And projects arrived. We were shortlisted on the branding category, a huge achievement for an agency. Tight budgets and late nights tested us; we tweaked until the magic happened. Lesson learned? When the road’s blocked, new paths forge. Creativity is not linear.

A few years later, I felt it was time to build something new. Our studio grew and we launched in Miami with Cure & Cure, this time with my uber-talented sister Silvana on-board. We started local and reached the Middle East with the creation of our first brands within our second year. Today, in year two, we’re shaping a luxury travel agency in Riyadh, a kids’ fashion brand in Abu Dhabi, another haute couture brand in Riyadh, and a hospitality brand in Jeddah, and launched a sushi delivery brand in Bogotá and a home improvement store brand in Miami, among others, thriving with global demand. So far, our work has been displayed in 10 countries worldwide. Silvana leads Casa Chava, our soon to launch art gallery, as a space to honor my mother, who left us a rich legacy of artistic talent and an extensive body of work. Recognizing these pieces as irreplaceable, we halted all third-party sales and chose to manage them personally. Silvana’s surrealist pencil and charcoal work are also an important part of our collection.

Cure & Cure’s passion and obsession set us apart. We’ve built a process that’s rooted in strategy, elevated by design and fearless in execution. We want the world to experience work that brings back the magic, shapes cultures, and ignites awe.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?

I’d curate a week blending art, cuisine, and that Miami vibe, starting with Bellini at Mr. C in Coconut Grove for one of the best pasta experiences in town (their pistachio gelato is a must!), followed by Motek’s mediterranean menu, Salvaje nights in Midtown and Salt & Straw’s sea salt caramel scoops. You can’t miss a visit to the Perez Art Museum and Rubell Museum.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My family, my clients, my team

Website: www.cureandcure.com

Instagram: @cureandcurestudio

Linkedin: https://co.linkedin.com/in/juliana-cure-53000534

Image Credits
Photo Credits: Carolina González