My Portfolio
Tres al fondo.com.ar
Tres al Fondo is an independent theatre company based in Buenos
Aires.
This project focused on translating their creative energy and human warmth into a digital space: one that could tell their story, showcase their work, and give the group a clear, tangible presence beyond the stage.
Context
Before this project, the company had no formal online presence and relied mainly on word of mouth and social media to promote their work.
The goal was to create an institutional website that could centralize their identity, trajectory, and current productions. An essential tool for independent theatre groups that often rely on grants, institutions, and cultural networks to exist and grow.
Beyond visibility, the site needed to feel as alive as their performances: expressive and visual, but also clear, accessible, and easy to maintain.
My role
I led both the design and front-end development of the website, working closely with the company’s founders through ongoing conversations to understand their aesthetic, values, and communication needs.
My role was to balance artistic expression with usability: defining content hierarchy, navigation, legibility, performance, and accessibility, while preserving the group’s identity and avoiding a solution that felt correct but soulless.
This project also marked my first experience carrying design decisions all the way into code, confronting those choices in implementation and learning directly from that process.
Process Highlights
The process began by exploring visual metaphors from the world of theatre: light, texture, rhythm, and pause.
Structurally, the site was organized around three main pillars: the group’s identity, their trajectory, and their current productions, allowing visitors to understand not just what they do, but who they are and how they’ve evolved.
Image galleries were built as narrative elements using Vue-based carousels, carefully curating visuals that best represented each production and reinforced the emotional tone of the content.
Every decision aimed to invite visitors into the group’s world, not just inform them about upcoming shows.
Outcome
The final site became more than a digital showcase: it functions as an institutional space that supports the group’s visibility, credibility, and ongoing work.
The project received positive feedback from the company, is actively used, and became a source of internal pride by finally giving form to years of collective effort.
For me, this was a deeply personal project. It bridged two worlds I know well — design and theatre — and reinforced my belief that digital spaces can hold care, identity, and meaning when they are built with attention and respect.
Curious about the full process?