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CASE STUDY
ARTS & CULTURE

CHALLENGE:

Edge Zones, a contemporary art gallery and residency program based in Miami, approached us to elevate its digital presence. As a vibrant hub for emerging and established artists, the organization—led by interdisciplinary artist Charo Oquet—needed a cohesive digital strategy to reflect the depth of its programming, attract new audiences, and streamline artist engagement.

Their online presence lacked clarity, structure, and consistency across platforms, making it difficult for visitors to access information or engage meaningfully with content.

OUR SOLUTION:

We partnered with Edge Zones and Charo Oquet to revamp their digital ecosystems through:

  • A full website content and UX overhaul for both Edge Zones and Charo Oquet.
  • A unified social media strategy and execution plan, managed over a 3-month campaign period.
  • Development of a residency content framework to guide artists in documenting and sharing their experiences.
  • Production of multimedia content, including a bilingual artist interview for YouTube and social repurposing.

WEBSITE DEVELOPMENT

We began with a comprehensive content audit, identifying outdated, unclear, or missing information. We developed user personas—ranging from grant researchers and prospective artists-in-residence to local art enthusiasts—to reimagine the user journey. The exhibition and residency sections were reorganized for clarity and discoverability, and SEO was improved by incorporating keyword-rich blog content from past residency participants. The result: a more accessible, informative, and mission-aligned digital presence that reflects the organization’s community-driven impact.

CHARO OQUET’S WEBSITE

This dual appeal is central to the brand’s identity, encapsulating its commitment to service, comfort, and ease for all parties involved. By positioning itself as a brand that understands and addresses the primary needs of both its guests and property owners, Rent and Relax effectively communicates its value proposition—managing the intricacies of vacation rentals so that guests can enjoy their stay and property owners can enjoy the benefits of their investment without worry.

EVENTS CALENDAR INTEGRATION

To help Edge Zones promote its ever-evolving lineup of exhibitions, talks, and residency programs, we implemented a dynamic events calendar. This feature allows for real-time updates of upcoming shows, openings, artist talks, and public engagements, creating a clear pathway for audience participation. Each calendar listing includes key event information, high-quality visuals, and links to related artists or past events, encouraging deeper site engagement.

For Charo Oquet’s site, a similar calendar was added to showcase her speaking engagements, performance dates, and collaborative exhibitions—positioning her as both an artist and cultural leader. These tools helped unify the promotional strategy across platforms while reducing the reliance on static posts or scattered announcements.

PLANNING AND STRATEGY

The strategy behind this project prioritized clarity, accessibility, and digital cohesion. Our approach was informed by the unique dual presence of Edge Zones as both an institutional and artist-led space.

The dual-site revamp was executed with long-term scalability in mind, including multilingual support, artist archival structure, and campaign-ready landing pages. Both sites were optimized for mobile access, SEO, and visual storytelling—essential for audiences engaging with art on the go.

SOCIAL MEDIA STRATEGY & EXECUTION

Over a three-month engagement, we implemented a unified strategy for both Edge Zones and Charo Oquet’s Instagram profiles. Engagement surged across both accounts as a result of structured content pillars, interactive posting, and strong visual curation.

EDGE ZONES SOCIAL MEDIA

  • Developed content pillars: exhibitions, behind-the-scenes, residency features, and interactive posts.
  • Launched themed campaigns including #MeetTheArtist, #GalleryGlimpse, and #ResidencyLife.
  • Focused on Reels as the primary engagement driver, accounting for over 50% of reach.
  • Implemented community-building tactics like Q&A stories and art challenges.

+270% Reach
+528% Reel Interactions
+11% Audience Growth

CHARO OQUET SOCIAL MEDIA

  • Focused on her artwork, studio process, and collaborative projects.
  • Established a consistent 2x weekly posting cadence with story-based engagement.
  • Cross-promoted with Edge Zones to reinforce presence across audiences.
  • Developed a Meta ads strategy with an initial $100–$200 test budget recommendation.

ARTIST RESIDENCY CONTENT GUIDELINES

To empower Edge Zones’ resident artists as content creators and cultural storytellers, we created a set of easy-to-follow, bilingual (English & Spanish) content guidelines. These encouraged artists to:
  • Document their creative process and studio journey. Use Instagram Reels and Stories to share daily life and inspiration.
  • Submit completed work images with artist statements for gallery archiving.
  • Highlight collaborative projects and community interactions.

This structured approach built a steady stream of authentic, artist-led content, while reinforcing Edge Zones’ online presence between exhibitions.

MULTIMEDIA PRODUCTION

We produced a full-length artist interview for YouTube, complete with transcription and Spanish-language translation. The footage was repurposed into short-form Instagram Reels and Stories to maximize visibility across platforms. This video-first approach dramatically boosted engagement, particularly on Instagram. Results:

+542% Increase in Story Interactions Reels consistently outperformed static content in reach and shares

RESULTS & KEY TAKEAWAYS

  • Streamlined Website Experience – Improved content flow, SEO, and resource accessibility.
  • Social Growth & Engagement – High-performing Reels and structured scheduling led to measurable traction.
  • Residency Content System – Empowered artists to share their journey while feeding into broader strategy.
  • Events Calendar Utility – Made programming more discoverable and easier to promote.
  • Video as Primary Driver – Multimedia content increased visibility, retention, and community interaction.

This comprehensive digital transformation helped Edge Zones and Charo Oquet strengthen their storytelling, deepen engagement, and create a sustainable foundation for future programming, content, and collaboration.

Their work didn’t just improve our platforms —it amplified our purpose.”

Working with Literally An Agency was a transformative experience for Edge Zones. We came to them with fragmented digital platforms that didn’t reflect the richness of our work, and they delivered a cohesive, visually-driven strategy that finally brought our online presence to life.

The updates to both the Edge Zones and Charo Oquet websites were thoughtful and strategic. They reorganized content, clarified navigation, and elevated the overall user experience—making it easier for artists, funders, and the public to understand who we are and what we offer. For Charo’s personal site, they crafted a structure that truly honors the breadth of her multidisciplinary career. Both sites now feel aligned, accessible, and future-ready.

But where they really shined was in the creation of photo and video content. The bilingual artist interview, behind-the-scenes footage, and artist-centered Reels gave us an entirely new way to tell our story. These assets weren’t just beautiful—they were strategic. On Instagram, engagement skyrocketed. Our Reels consistently outperformed static posts, and community interaction grew with every campaign.

Gabriella Kedelle, Artistic Director, Edge Zones

WHAT TO EXPECT WHEN WORKING WITH US

At Literally an Agency, we make branding and digital marketing seamless and impactful. We craft a custom plan aligned with your objectives, which may include:

Brand Identity
Website & Ux Design
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