‘A mysterious force that everyone feels and no philosopher has explained.’
- Goethe, on duende
“Duende” is a word rich with layered meanings. In a literal sense, a duende is a mischievous supernatural being from Spanish, Iberian, Latin American, and Filipino folklore. Duendes are often imagined as small, magical humanoid creatures that hate authority and love children and animals.
In a more ephemeral sense, duende refers to the deep, mysterious power of passion, inspiration, and authenticity that comes from experiencing – or participating in- art. In casual modern usage, it can be described as a charm, spark, or magnetism that draws people in, akin to ‘having soul’ (“tiene duende”). It is a word that doesn’t fully translate simply into English- a raw emotional intensity, a creative spirit, soul or essence that can only be felt.
“I heard an old maestro of the guitar say: ‘The duende is not in the throat: the duende surges up, inside, from the soles of the feet.’ Meaning, it’s not a question of skill, but of a style that’s truly alive: meaning, it’s in the veins: meaning, it’s of the most ancient culture of immediate creation.”
-Federico Garcia Lorca
Duende Creative House is, therefore, marketing with soul. We exist at the intersection of clean modern aesthetics and respect to that which is tried and true. Our work is intentional, careful, and ever-evolving. We are equity-focused, ethically grounded, and culturally humble.
Branding Strategy
We help businesses and organizations craft authentic, impactful messaging through strategic marketing plans, brand identity development, and audience engagement strategies tailored to their unique mission and goals. We can find your voice and vibe, then make sure everything you put out into the world sounds and looks like you. Consistent, compelling, and community-rooted.
Asset Creation
From eye-catching graphics and impactful video content to to social media management or branded swag, we create high-quality marketing assets that elevate brands, tell powerful stories, and engage audiences. We can turn big ideas into concise words and bold visuals.
Event Support
We bring events to life with thoughtful assistance and development—anything from theme or app development to save-the-date invites, programs, merch, signage, slide decks, and music playlists. We’re like creative co-pilots for conferences and community events.
Training & Mentorship
We offer workshops and one-on-one coaching on topics like social media, ethical storytelling, and DEI basics—empowering leaders and their staff to share messaging with confidence and care.