A name that resonates with creativity, versatility, and an unyielding drive for excellence, Tanya Pedra has become a remarkable figure in the field of graphic design both in Spain and the United States. Her intricate life journey, from the vibrant cultural tapestry of Mexico to the fast-paced world of New York City, is nothing short of inspiring. Her creative story is not just about professional success but also about embracing change, navigating different cultures, and living a life that harmonizes passion with purpose.
A Creative Spark Rooted in Diverse Cultures
Born in San Luis Potosi, a large town in the north-central region of Mexico known for its beautiful colonial architecture and diverse natural landscapes, Tanya Pedra’s early life was steeped in rich cultural experiences. Her hometown, though not widely known, played a significant role in shaping her appreciation for aesthetics. One of her fondest childhood memories involves the iconic Costanzo chocolates, a brand deeply rooted in her city. The nostalgic image of a chocolate bar called “Tornillo” became an early source of inspiration for Tanya.
Her upbringing was marked by frequent relocations, each move offering new cultural insights and broadening her artistic horizons. From Mexico City’s bustling streets to Brazil’s vibrant colors and, finally, to the serene coastal town of Vinaros, Spain, Tanya absorbed each place’s diverse visual and cultural elements. This eclectic background would later influence her design philosophy, blending various cultural motifs into her work.
Building Foundations in Barcelona
At 18, Tanya moved to Barcelona, where she chose the artistic branch in high school, focusing on drawing, painting, and art history. The city’s rich artistic heritage and vibrant design community provided the perfect backdrop for her budding talent. After high school, Tanya pursued a bachelor’s degree in Graphic Design, setting the stage for a career that would soon span multiple continents.
Her professional journey began in Barcelona, where she worked with some of the city’s most prestigious design studios. In 2011, Tanya honed her skills at a renowned studio led by the acclaimed designer Martín Azúa. Known for its innovative approach to product and interior design, the studio was an ideal environment for Tanya to explore the intersection of traditional craftsmanship and modern aesthetics while working for brands like the jewelry company Majoral.
In 2012, Tanya joined the advertising, communications, and branding agency Larsson-Duprez, where she worked on projects for global companies like Adidas and Carolina Herrera. Her work on these projects solidified her reputation as a versatile designer who could adapt to different industries and styles.
Tanya’s work at Nomon Design, a Barcelona-based agency specializing in branding, packaging, and digital communication, was a defining period in her career. Between 2014 and 2017, she contributed to several high-profile projects, including branding initiatives for Lékué, a company renowned for its innovative kitchenware, and the three Michelin Stars restaurant El Celler de Can Roca’s Rocook, as well as the luxury cookware Le Creuset.
The Bold Leap to New York
In 2017, feeling the need for change and new challenges, Tanya moved to New York City—a decision that would propel her career to new heights. New York, with its dynamic energy and endless opportunities, was a stark contrast to Barcelona’s more laid-back atmosphere. However, Tanya was ready to embrace the city’s pace, eager to explore new avenues in her design career.
After acquiring new skills at the Creative Practices program at the International Center of Photography, Tanya joined Madwell, an award-winning Brooklyn agency known for its innovative and integrated approach to advertising campaigns, branding, and digital design. From 2019 to 2022, Tanya worked on major projects for prominent brands like Uncommon Goods, Zarbee’s Naturals, and Everly. Her role at Madwell allowed her further to refine her ability in digital design and branding, making her an invaluable asset to the agency.
In the summer of 2022, Tanya became a part of Zero Studios, where, for over a year, she infused her creative vision into a series of brand transformations that resonated across various industries. From Hippeas to SmartSweets and Guayakí, Tanya’s ability to weave a brand’s story into every design element became her hallmark, solidifying her place as a designer who understands both the art and the heart of branding.
In 2023, Tanya took on a new role at Milk Agency, continuing to build her impressive portfolio by working on campaigns for brands like New Balance, Nutrafol, Endeavor Streaming, and Elastic. Her work at Milk is characterized by a forward-thinking approach, particularly in the areas of innovative digital solutions.
Creative Inspiration & Collaborations
Tanya’s journey through New York’s vibrant creative scene has been transformative, expanding her professional horizons while deeply enriching her personal life. The city’s rich diversity and cultural energy provide an endless well of creativity, continuously influencing her work and fueling her passion for design. Tanya has found a sense of community among the city’s artistic minds, connecting with renowned artists like Niege Borges, whose vibrant, trendy designs have made waves with global brands such as TikTok, Google, Vogue, and Amazon. As she looks to the future, these collaborations promise to be a cornerstone of her evolving artistic journey.
Mentorship and Giving Back
In her commitment to mentoring the next generation of designers since 2021, Tanya has been actively involved in the American Institute of Graphic Arts (AIGA) New York chapter’s Mentorship Program, where she offers guidance on career development, portfolio reviews, and industry insights. Her dedication to mentorship reflects her belief in the importance of fostering a supportive, creative community.
Tanya Pedra’s journey through the world of design is a rich tapestry woven with threads of creativity, curiosity, and the willingness to embrace new challenges. From the cultural richness of Mexico to the dynamic energy of New York, Tanya has nurtured her passion for design and her commitment to artistic excellence. Her story is not just about professional achievements but about the personal growth that comes from exploring diverse cultures, building meaningful connections, and mentoring the next generation of creatives. As Tanya continues to push the boundaries of design, she remains a shining example of what it means to live a life fueled by purpose and a deep connection to the world around her.
