Art Director

Hello!

I'm Helen Rabadán, a multidisciplinary Art Director with a focus on branding, visual storytelling, and culturally resonant creative. I lead design that bridges purpose and personality — from large-scale public campaigns to bold identity systems. My work is driven by strategy, shaped by collaboration, and always made to connect.

"From the bustling streets of Chicago to the rich cultural heart of Mexico City, my path as an Art Director has been one of discovery, connection, and unapologetic creativity. I spent nearly five years living between CDMX and the ancient ruins of Teotihuacan, immersing myself in the art of masters like Rufino Tamayo, Frida Kahlo, and Diego Rivera. These experiences shaped my creative voice, grounding it in the power of heritage, resilience, and unapologetic self-expression. This journey also sparked my entrepreneurial side, leading me to launch WHAT UP SUCCA?, a brand that blends handcrafted woodwork, tropical plants, and plant-inspired apparel, reflecting my love for the natural world and bold, authentic design. Today, I create with purpose, driven by the stories of my community and the lessons I’ve gathered from every place I’ve called home. Let’s make something that matters."

Soy Latina! Soy Chingona!

Let’s Work Together

Design, regardless of project, needs to serve a purpose. It needs to engage. It needs to draw in attention to the brand. It’s not just about making something pretty. It's about driving home a message. I pride myself on taking a client's vision and bringing it to life to produce real-world results.

  • From hardy echeverias to spiky barrel cacti, What Up Succa offers a lush lineup of succulents and cactus varieties — bold, delicate, and ready to thrive wherever you plant them.

  • From rare Thai Monsteras to the striking Pink Princess, our tropicals bring bold color and serious plant-parent bragging rights — lush, vibrant, and ready to steal the spotlight in any space.

  • What Up Succa isn’t just about plants — it’s rooted in culture. We celebrate the green traditions that shaped us. Plants are personal — and ours come with stories, soul, and sass.