House of rad
Full Campaign Partner · In-house, Director-level · Milwaukee, WI
Building a symbiotic digital ecosystem — where web, social, and email all reinforce each other — for a Milwaukee artist incubator housing over 80 artists and studios, with its own gallery space.
Turning in-person reputation into digital discovery for a nationally recognized Alebrijes workshop in San Martín Tilcajete, Oaxaca.
THE CHALLENGE
House of RAD needed more than a marketing calendar — it needed a connected digital ecosystem, with several high-stakes campaigns needing to speak with one voice across web, social, and email, without any one channel operating in isolation.
STRATEGY
Rather than treat each initiative as standalone, I built a symbiotic system where every landing page, newsletter, and social series fed into and reinforced the others. Short-form video was identified early as the highest-leverage format for social — while a dedicated entry point became the engine for growing the email list directly.
EXECUTION
• Rebuilt the organization’s website on Webwave from an existing design, optimizing it for SEO
Owned the full editorial calendar and bilingual copywriting across channels
• Maintained the site continuously — event pages, artist pages, and more — keeping it current rather than static
• Designed and developed five landing pages within the Webwave website itself — Beerline, Trade Hotel, Riverwest Apartments, Near and Far, and Aether Society — each dedicated to a distinct corporate or community project
• Separately, built a full-page Mailchimp signup gate — the first thing new visitors see on the site, skippable but prominent — as the primary subscriber-capture mechanism
• Owned the full editorial calendar and bilingual copywriting across channels
RESULTS
• Delivered a fully edited, SEO-optimized bilingual copy for their website addressing the exact drop-off points the research identified
• Established bilingual SEO foundations with lasting impact on the client’s approach to discoverability, even as the site was later redesigned
• Designed a custom-order landing page prototype directly from a research-identified demand gap — since taken down by the client during their later site redesign, but delivered as part of the original strategic recommendations
HUellas Tilcajete — nested project
Creative Director, UX Research, UX Strategy
Conducted during the same Semana Santa research window as the Jacobo y María Ángeles project, Huellas Tilcajete provides residencies to urban street artists in exchange for community-based workshops and murals showcasing San Martín Tilcajete, Oaxaca. The project had real recognition in the urban art scene — press coverage, word of mouth — but no digital presence beyond a single Instagram account, and no portfolio strong enough to attract new artists or brand partners.
RESEARCH
Interviewed roughly 120 people during Holy Week — including non-typical workshop attendees, to widen the read on general interest, not just active participants — surfacing three consistent pain points: unreliable internet and cell reception in the town itself, low awareness that self-guided tours existed at all, and a real appetite for clearer information on how to donate or get involved.
STRATEGY → PROTOTYPE
Rather than default to “build an app,” the research pointed toward something that had to work with no connectivity assumed. I designed a prototype centered on an interactive mural timeline — every mural created since 2016, including ones no longer standing — with an offline-friendly one-page PDF route map for visitors without reliable data, and space to promote current events and workshops. Each artist’s page includes an optional audio component, letting the artists narrate their own work.
I also proposed Carnalxs, an online store concept giving the project a direct sales channel for artwork and merchandise — turning documented cultural work into a sustainable revenue stream for the artists themselves, not just visibility.
View Prototype