Industry Spotlight: Jessica Lagunas
Founder & Creative Director of IDEAL PDX | Arts & Education Advocate | Multidisciplinary Artist.
Published October 16, 2025
Written by: Carolina Nascimento
Originally from Mexico, Jessica’s creative journey began with a belief she’s carried since childhood that she could live as an artist. That dream became reality in Portland, where she first began working as a photographer and visual creator. Over the years, Jessica not only honed her own craft but also recognized the systemic barriers immigrant artists often face while trying to navigate a new country, culture, and creative economy.
Out of that experience, IDEAL PDX was born – a network and platform designed to uplift, connect, and advocate for Latino artists across Portland. “Opening doors and creating spaces where artists can share their work has become a calling for me—a path I chose to lead and nurture long ago,” Jessica says.
Through IDEAL PDX, she has helped establish a vibrant, collaborative, and deeply community-centered approach to arts leadership. “Our greatest successes have come from working as a team—bringing together our hearts and creativity to make each project meaningful and beautiful.”
One such project is Altares y Muertos, a growing citywide Día de los Muertos celebration now in its fifth year. What began in partnership with Milagro Theatre as a way to honor the cultural tradition of life and death has evolved into a powerful display of visual storytelling and artistic collaboration. This year, 10 artists and crafters will each create their own altar installations throughout Portland’s Central Eastside. IDEAL PDX is also proudly welcoming its first guest artist from Mexico, Santiago Savi, who will lead a series of public workshops and community events leading up to the celebration.
“Milagro is truly home for IDEAL PDX,” Jessica shares. “Our story began there more than ten years ago, with the support of people who believed in our vision.”
With the support of a Scale-Up Grant, IDEAL PDX has been able to expand this year’s celebration in new ways. The grant has helped support fair compensation for the artists involved, while also funding new components such as a large-scale bike tour, developed in collaboration with Latino bike clubs and walking collectives, which is expected to bring over 200 participants into direct contact with the installations.
“Too often, we create out of passion and forget about sustainability,” Jessica says. “This grant helps us honor both our art and our labor.”
For Jessica, Portland is a uniquely rich creative city, one that thrives on collaboration, cultural exchange, and artistic risk-taking. Still, she’s hopeful for continued progress around equity, access, and visibility. “Portland is culturally open and artistically rich, but opportunities for artists to showcase their work on a larger scale can still be limited,” she says. “I hope to see more platforms and visibility for local artists—especially those from diverse backgrounds—to share their voices and stories.”
Over the past five years, she’s also witnessed incredible growth in Portland’s Latino arts community. “Many creatives have moved here from other states, bringing new energy, ideas, and collectives,” she says. “Even when they’re not part of my collective, I feel proud seeing others succeed. I’ll continue supporting and advocating for this growth in our city.”
When asked what advice she’d give to fellow creatives and cultural leaders, her answer is clear: “To organizers and cultural leaders: keep growing your networks and stay true to your mission. To artists and creatives: trust your path, believe in who you are, and keep creating. The journey isn’t easy, but it’s worth it, and together, we can shape a stronger, more inclusive creative community.”
Stay connected with Jessica and IDEAL PDX’s work at idealpdx.com and milagro.org.