Today we’d like to introduce you to Joshua W. Romero
Hi Joshua W., please kick things off for us with an introduction to yourself and your story.
My journey began with a passion for entrepreneurship and a deep desire to make a difference within my community. I was raised in Oak Cliff, a Dallas neighborhood rich in diversity, filled with people from all walks of life. Back in the day, it was predominantly lower and middle class Hispanic and Black families. It’s grown from those roots and changed quite a bit due to gentrification.
I started out in inner-city Youth Ministry at the age of 19, building a Youth Group that grew to about 120 kids, larger than our adult church body. Those early years instilled in me a strong sense of community and communication, values that have remained central to my journey.
During that time, I was an avid art and designer toy collector. I spent all my extra money on fine art and silk-screen prints from artist friends and spent countless hours online hunting down limited-edition toys from artists around the world. This passion led me to work with Kidrobot, a designer toy company originally based in San Francisco that later moved its flagship to SoHo in New York City. When they opened a pop up shop in Dallas, I got involved through a friend, Johnny Mack, who knew about my love for art toys. I helped run that shop with a small group of like-minded people.
When the shop closed, we had built a solid collector base, but there wasn’t a local place for enthusiasts to continue enjoying that passion. I teamed up with Philip Sterling, the owner of a nearby boutique streetwear shop called Centre, to create ATAMA, Dallas’ premier shop for limited edition art, toys, books, and more. We worked on the concept for about 2 1/2 to 3 years before I went out on my own. We started within Centre, sharing a two-story space to get the shop up and running.
Eventually, we moved into a larger space to start an art program featuring up and coming artists by way of Dallas. It was an incredible run of nearly seven years, but entrepreneurship is no easy task. Working seven days a week for that long took a toll, and along with some economic factors, we decided to close the shop in April 2016.
After ATAMA, I took a trip to Spain. Upon my return, a friend, Markus Pineyro, who owned Urban Taco asked if I’d be interested in running his marketing. I was hesitant at first, having never done marketing except for my own business, but he wanted me to help build a following organically, just as I had done for ATAMA.
That’s when I entered the digital marketing space, providing social media management and strategy for small to mid sized businesses. Over time, I honed my skills, realizing the importance of integrating creative direction, content creation, and digital platforms into a comprehensive approach for business growth.
Today, I’m proud to work with diverse clients across various industries, helping them navigate the digital landscape with tailored strategies that drive success. Each step of my journey has been about growth, both personally and professionally, and I’m excited about what the future holds with my current project, WILFREDO.
WILFREDO is a full service advertising production house, creative think tank, and art studio rooted here in Dallas, Texas. I’ve built it little by little, working closely with many of the artists from ATAMA’s roster. We’ve already built an impressive portfolio and client base, solving some tough problems in a short span of time. It’s been quite the journey, to say the least, but I wouldn’t regret any of it. It’s made me who I am today.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The road has been far from smooth, but every bump and challenge has shaped who I am today. Entrepreneurship, by nature, is filled with ups and downs, and my journey has been no exception.
One of the biggest challenges was the sheer workload and time commitment that comes with running a business. During the ATAMA years, I worked seven days a week, pouring everything into the shop. The physical and mental toll of that was significant. Burnout became a real issue, especially as we navigated the economic pressures that ultimately led to the decision to close the shop in 2016. It wasn’t easy to let go of something I had poured so much of myself into, but it was necessary for my well being.
Another struggle was stepping into new territory with digital marketing. When I transitioned from ATAMA to managing marketing for Urban Taco, I was venturing into a space I hadn’t formally worked in before. There was a steep learning curve, and I had to quickly adapt and figure out how to apply my skills in a completely different context. It was a challenge, but it also pushed me to grow in ways I hadn’t expected.
Gentrification in Oak Cliff also presented its own set of challenges. Watching the neighborhood where I grew up change so rapidly, seeing the impact on the community, and navigating those changes while trying to stay true to my roots was tough. It’s been a balancing act honoring where I come from while adapting to the new realities of the area.
Despite these struggles, or maybe because of them, I’ve grown stronger and more resilient. The obstacles along the way have taught me invaluable lessons about perseverance, adaptability, and the importance of staying true to my values, no matter what comes my way.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’m the founder of WILFREDO, a full service advertising production house, creative think tank, and art studio based in Dallas, Texas. At WILFREDO, we specialize in developing creative solutions that blend art, design, and strategic thinking to help our clients stand out in a crowded market. We’re known for our ability to take a concept from the initial idea all the way to execution, ensuring that every project is not just visually compelling but also strategically sound.
What sets us apart is our deep connection to the art world, which stems from my years running ATAMA. That experience and my relationships gave me a unique perspective on how to bring creativity to the forefront of everything we do at WILFREDO. We work closely with a roster of talented artists, many of whom were part of ATAMA, some pretty heavy hitters in their own right and individual avenues/outlets, to create work that’s not just commercially successful but also artistically meaningful.
One of the things I’m most proud of is our ability to solve tough problems for our clients, often under tight deadlines and with limited resources and budgets. We’ve built a reputation for being able to deliver high quality work that not only meets but exceeds expectations. Our portfolio is a testament to the diverse range of challenges we’ve tackled, from brand development and digital marketing to large-scale production and design. Some work we can’t showcase due to our contractual agreements, but still try and present work that exemplifies the above.
Another aspect that sets us apart is our commitment to community and the values I’ve carried with me since my early days. At WILFREDO, we strive to create work that resonates not just with our clients but also with the communities they serve. We believe in the power of communication and collaboration, and that ethos drives everything we do.
Ultimately, what makes WILFREDO unique is our ability to merge art and strategy seamlessly. We’re not just about creating something that looks good, we’re about crafting solutions that make an impact. I’m incredibly proud of the work we’ve done so far and excited about what the future holds as we continue to push the boundaries of what’s possible.
Who else deserves credit in your story?
I’ve been fortunate to have an incredible support system throughout my journey, and there are many people who deserve credit for where I am today.
First and foremost, I have to acknowledge my family and close friends who have always believed in me, even when the road was uncertain. Their unwavering support has been my foundation, providing the encouragement I needed to keep going, especially during the tough times.
In terms of mentorship, Philip Sterling, my co founder at ATAMA, played a pivotal role in shaping my early entrepreneurial journey. His experience and insights were invaluable as we built ATAMA from the ground up. Working alongside him taught me a great deal about the retail business, collaboration, and the importance of curating something unique and authentic.
Johnny Mack, who helped connect me with Kidrobot, also deserves a mention. That connection opened the door to a world that aligned perfectly with my passions and gave me an opportunity to immerse myself in the art and design community in a meaningful way. That experience with them was instrumental in shaping my creative direction.
I’m also incredibly grateful to the artists I’ve had the privilege of working with over the years. Many of them were part of ATAMA and have continued to collaborate with me at WILFREDO. Their talent, creativity, and willingness to trust in my vision have been key to our success. They push me to think differently and inspire me to keep innovating.
My clients have also been crucial to my success. Their trust in me to guide their brands and projects is something I never take for granted. They’ve given me the freedom to explore creative solutions, and their feedback has helped me grow as a professional.
Finally, my team at WILFREDO is the backbone of everything we do. They’re not just colleagues, they’re creative partners who bring their own unique perspectives and skills to the table. Their dedication, hard work, and passion for what we do are what make WILFREDO more than just a business, it’s a community of like minded individuals working towards a common goal.
Each of these people has played a significant role in my journey, and I’m incredibly thankful for their contributions. Their belief in me and in the work we’re doing has been a constant source of motivation, and I’m proud to share any success I’ve had with them.
Pricing:
- Our pricing is subject to the ask at hand. Not one project has been alike. But we try our best to make things cost effective for both us and our clients based on balance sheet expectations.
Contact Info:
- Website: https://wlfrdodallas.com
- Instagram: instagram.com/wlfrdodallas & instagram.com/joshuawromero
- Youtube: https://youtube.com/@wlfrdodallas
Image Credits
Joshua W. Romero
WILFREDO
