Who we are

At Custos, we are guardians of reputation. Our name comes from the Latin word for “protector,” a reflection of our mission: to design, defend, and sustain the narratives that shape how leaders and organizations are perceived.

We bring strong experience working with startups and scaling companies, guiding founders and executives through the critical stages of reputational growth. Our team blends strategic communications expertise with a deep understanding of the pressures leaders face, offering tailored solutions that strengthen credibility, build visibility, and create long-term impact.

Get in touch today to discuss how our consultants can support your goals. Whether you need to refine your core narrative, audit your digital footprint, or prepare for high-stakes visibility, our dedicated team is ready to help—with precision, insight, and care.

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Meet the Managing Team

At Custos, our team brings together seasoned communications professionals with deep experience in public relations, strategy, and reputation management. We combine creative storytelling with analytical precision, giving founders, executives, and organizations the tools to build credibility, navigate visibility, and protect their reputation under pressure. Guided by our proprietary framework, The Arc of Reputation™, we work side by side with our clients to ensure their narratives are not only heard but trusted.

  • CEO & Principal Consultant

    Juliana Pulecio Velásquez is a communications strategist, author, and the creator of The Arc of Reputation™, a proprietary framework that guides leaders and organizations through the five stages of reputational growth. She holds a degree in journalism and social communications as well as a Diploma in Corporate Communications the Sabana University and a Masters Degree in Public Relations from Universidad de Alcalá de Henares , combining academic depth with more than 17 years of professional experience. Over her career, she has worked with startups, executives, and global companies to design narratives that build credibility, drive visibility, and create lasting impact.

    Our CEO has been ecognized as a Woman to Watch 2024, also served as a member of the international jury for the prestigious Davos Communications Awards, organized by the World Communications Forum in Davos and was named by Forbes as one of the most influential Colombians in the Communications Industry.

    She is the author of Reputation Is Everything: Why Smart Founders Invest in PR, which distills her expertise into practical insights for entrepreneurs and executives. Juliana has led strategic communications for OLX Group, DiDi Chuxing, and Rappi, where she played a key role in establishing Rappi as one of the most influential companies in the world and managing its reputation across nine Latin American markets. She has also advised global and Latin American startups and founders, helping leadership teams translate vision into narrative, and narrative into reputation. As CEO and Principal Consultant of Custos, she combines expertise, creativity, and strategic vision to protect and elevate reputations in competitive, high-pressure environments.

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  • Managing Partner & Senior Consultant

    Yuliette García Kure is a communications strategist with more than 15 years of experience leading corporate reputation, sustainability, and media relations across Latin America. As Managing Partner and Senior Consultant at Custos, she advises leadership teams on how to design clear, coherent, and impactful communication strategies that strengthen trust and visibility.

    Her career includes senior roles at Rappi, Dattis Comunicaciones, Think & Talk, and Modum, where she guided multinational brands such as BASF, BNP Paribas, Deezer, Petrobras, and The Economist. Yuliette holds a Master’s in Public Relations from Universidad Autónoma de Barcelona and a degree in Social Communication and Journalism from Universidad de La Sabana. She is recognized for aligning communications with business objectives and for her ability to manage complex reputational challenges with precision and influence.

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