Meet Tanya Pedra, Design Director at Milk Agency, whose journey is a testament to the power of creativity and adaptability. From a young age, Tanya was captivated by the world of art and design, a fascination nurtured by her experiences living across diverse countries on three different continents. In this interview, Tanya shares the inspirations that drive her, the challenges she has faced, and her aspirations for the future.
Martha Gutierrez: Could you share the story of your origins—where did your journey begin?
Tanya Pedra: I was born in San Luis Potosi, Mexico. My early life involved moving between various cities, including Leon, Guanajuato, and Mexico City in Mexico, then Brazil, and later to Vinaros, Spain. These relocations exposed me to various cultures, deeply influencing my creative outlook. At 16, I pursued an artistic high school education in Spain, which solidified my passion for design. After high school, I moved to Barcelona for college, earning a bachelor’s degree in graphic design. Eventually, I relocated to New York, where I transitioned from photography back to design and landed a job at Madwell as a designer.
MG: When did the calling to become a design director first stir within you?
TP: I knew I wanted to do something creative from a very young age. Around 7 or 8 years old, I started creating plane tickets for my stuffed animals on my grandparents’ computer, which sparked my interest in design. My dad mentioned I could be a good designer, which planted the seed. When choosing a college degree, I was torn between architecture and industrial design but ultimately returned to graphic design, a decision I never regretted.
MG: What inspired you to embark on the path of becoming a design director?
TP: Graphic design always appealed to me the most, as it allowed me to create beauty and function while solving problems. Unlike architecture, which I admired but didn’t enjoy the process of, design was something I loved. I wanted to enjoy my job, and design struck the right balance between creativity and practicality.
MG: What medium first captured your imagination as a vessel for creativity, and what drew you to it?
TP: Drawing and photography were my first mediums. I made patterned napkins and menus for my Barbies and experimented with my parents’ film camera. Photography, in particular, has always fascinated me, and by age 16, I had my first DSLR. These early creative expressions laid the foundation for my career in design.
MG: What sparks the flame of your inspiration, guiding and propelling you to pursue your creative endeavors?
TP: I’m inspired by other creatives’ work, especially the process and strategy behind their solutions. I enjoy attending conferences where artists share their work and thought processes. Storytelling is also a big inspiration for me; I love cinema, podcasts, books, and conversations with friends. I believe storytelling reveals a lot about people and their creativity.
MG: Could you take us through the journey of your creative process, from the first spark of an idea to its final form?
TP: My process varies depending on whether it’s a client or a personal project. For clients, I focus on understanding the brief and brand thoroughly before brainstorming and developing ideas. For personal projects, I often start with a desire to create something visually appealing. I enjoy combining graphics with photography to tell stories, creating visuals that spark curiosity and enhance storytelling.
MG: What visions do you hold for your professional and creative journey?
TP: I’m passionate about mentoring emerging designers, which I’ve started doing as I advance in my career. I’ve participated in initiatives like the AIGA mentorship program developed by the American Institute of Graphic Arts and aim to continue fostering supportive relationships in the design community. I’m also interested in interdisciplinary projects that blend different forms of art and design. In the future, I will pursue working in the art department of a film or theater production.
MG: Looking back on your journey so far, which of your accomplishments stands out as the pinnacle of your career?
TP: Moving to New York was a game-changer for me. It gave me the chance to work with top agencies like Madwell, Zero Studios, and Milk on campaigns for brands like Uncommon Goods, New Balance, Champ, and Zarbee’s Naturals. These experiences really expanded my perspective and helped me adapt to different work cultures. I also got to be part of some pretty cool projects, including campaigns that became finalists at the Shorty Social Good Awards and others that were featured by the World Brand Design Society and the magazine Fonts in Use. It’s been an amazing journey that’s pushed me to grow and create work I’m truly proud of.
MG: What choices do you believe were crucial in paving the way to your success?
TP: Adaptability and openness to change have been crucial. I’ve always been open to different opportunities, whether it was exploring fields like packaging design or taking a year to study photography in New York. Each experience expanded my horizons and contributed to my success.
MG: What wisdom would you impart to those aspiring to follow in your footsteps within your field?
TP: Be intentional about your interests, as this helps in making informed decisions when creating work or looking for jobs. But also be open to opportunities that could lead you down unexpected but rewarding paths. And don’t wait for college or a job to start creating—begin now!
