A name synonymous with creativity, adaptability, and an unwavering pursuit of excellence, Tanya Pedra has emerged as a significant talent in the realm of graphic design, both in Spain and the United States. Her life journey, transitioning from the rich cultural heritage of Mexico to the bustling environment of New York City, is truly inspiring. Tanya’s narrative encompasses not only her professional accomplishments but also her ability to welcome change, navigate various cultures, and harmoniously blend her passions with meaningful pursuits.
A Creative Spark Rooted in Diverse Cultures
Tanya Pedra was born in San Luis Potosi, a sizable town in north-central Mexico celebrated for its stunning colonial structures and varied natural scenery. Her formative years were enriched by diverse cultural encounters that shaped her aesthetic sensibility. A cherished childhood recollection involves the famous Costanzo chocolates, a beloved brand from her hometown, with the chocolate bar “Tornillo” serving as an early source of inspiration.
Her upbringing featured numerous relocations, each providing fresh cultural insights and expanding her artistic perspective. From the dynamic streets of Mexico City to the colorful landscape of Brazil, and ultimately to the tranquil coastal town of Vinaros in Spain, Tanya absorbed a wealth of visual and cultural elements. This eclectic experience would later become a cornerstone of her design philosophy, as she intertwined different cultural influences into her creations.
Building Foundations in Barcelona
At the age of 18, Tanya relocated to Barcelona, where she enrolled in the arts-focused branch of her high school, emphasizing drawing, painting, and art history. The city’s vibrant artistic scene and design community served as a perfect backdrop for her burgeoning talent. Following high school, she pursued a bachelor’s degree in Graphic Design, laying the groundwork for a career that would span continents.
Tanya’s professional path began in Barcelona, where she collaborated with some of the city’s leading design studios. In 2011, she refined her skills at a prominent studio operated by the esteemed designer Martín Azúa. With a reputation for innovation in product and interior design, the studio offered an ideal environment for Tanya to explore the blend of traditional craftsmanship and contemporary aesthetics while working with brands like the jewelry label Majoral.
In 2012, she joined Larsson-Duprez, an agency specializing in advertising and branding, where she contributed to campaigns for global names such as Adidas and Carolina Herrera. Her work on these projects solidified her status as a versatile designer capable of adapting to various industries and styles.
A pivotal period in Tanya’s career occurred during her time at Nomon Design, a branding, packaging, and digital communications agency in Barcelona. Between 2014 and 2017, she played a vital role in high-profile projects, including branding efforts for Lékué, a company recognized for its innovative kitchen products, and the three Michelin Stars restaurant El Celler de Can Roca’s Rocook, in addition to the luxury cookware brand Le Creuset.
The Bold Leap to New York
In 2017, driven by a desire for new challenges, Tanya made the bold move to New York City—a decision that would elevate her career. The vibrant energy and abundant opportunities of the city presented a sharp contrast to the more relaxed atmosphere of Barcelona. Nevertheless, Tanya was eager to embrace the city’s pace and explore new possibilities in her design career.
After enhancing her skills in the Creative Practices program at the International Center of Photography, she joined Madwell, a Brooklyn-based agency celebrated for its innovative and integrated advertising campaigns, branding, and digital design. From 2019 to 2022, Tanya engaged in projects for notable brands such as Uncommon Goods, Zarbee’s Naturals, and Everly. Her tenure at Madwell further honed her expertise in digital design and branding, positioning her as a crucial asset to the agency.
During the summer of 2022, Tanya became part of Zero Studios, where she applied her creative vision to a range of brand transformations across various sectors. Her work with brands like Hippeas, SmartSweets, and Guayakí showcased her capability to infuse storytelling into design, establishing her as a designer who appreciates both the artistry and emotional depth of branding.
In 2023, she took on a new challenge at Milk Agency, continuing to expand her impressive portfolio with campaigns for brands such as New Balance, Nutrafol, Endeavor Streaming, and Elastic. Her initiatives at Milk exemplify a forward-thinking mindset, especially in developing innovative digital solutions.
Creative Inspiration & Collaborations
Tanya’s journey through New York’s vibrant creative landscape has been transformative, broadening her professional horizons while enriching her personal experiences. The city’s diverse cultural fabric serves as an endless source of inspiration, continually shaping her work and fueling her passion for design. Through her involvement in the city’s artistic community, Tanya has forged connections with well-known artists, including Niege Borges, whose stylish creations have gained prominence with global brands such as TikTok, Google, Vogue, and Amazon. Looking ahead, these collaborations are poised to play a significant role in her evolving artistic path.
Mentorship and Giving Back
Since 2021, Tanya has demonstrated her commitment to nurturing the next generation of designers through her active participation in the American Institute of Graphic Arts (AIGA) New York chapter’s Mentorship Program. In this role, she offers guidance on career development, portfolio reviews, and insights into the industry. Her dedication to mentorship underscores her belief in the importance of cultivating a supportive and creative community.
Tanya Pedra’s journey in the design world is a vibrant tapestry woven with threads of creativity, curiosity, and a readiness to embrace new challenges. From the cultural depth of Mexico to the dynamic pulse of New York, Tanya has not only honed her passion for design but has also committed herself to artistic excellence. Her narrative extends beyond professional milestones to encompass personal growth derived from exploring diverse cultures, forging meaningful relationships, and mentoring future creatives. As she continues to break boundaries in design, Tanya stands as a shining example of a life driven by purpose and a profound connection to the world around her.
