We carried out the editorial approach and built the branding strategy for the Quiubo newspaper, a ”popular” free-of charge newspaper for Hispanic/ Latin origin migrants who live in the proximity areas of New York, New Jersey and nearby. With a fun tone, always respectful, Quiubo was born under the tagline “We tell you here, so you don’t have to go there”. With brief, quick and fun information that could be read in a subway or bus commute to work. A content structure organized in defined sections; and the use of infographics, illustrations and photography in tune with the texts.