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Welcome!

Tanya is a multidisciplinary Design Director based in New York with around 10 years of experience in branding, art direction, advertising, print design, and packaging.          







           By way of Mexico, Brazil, and Spain, Tanya grew up moving around the globe. She studied Design at Elisava Barcelona School of Design and later attended the Creative Practices Full-Time program at The International Center of Photography (ICP).









Mentoring           

I had the opportunity to be part of the mentor cohort for AIGA Mentorship Program for early-career mentees of 2021. The experience showed me how passionate I am about the service of mentoring young creatives. I may not have all the right answers but I believe that by sharing experiences and knowledge, younger creatives can feel related to the challenges and less alone in the industry. I advocate for women empowerment and transparency for equality. If you have questions or want to share something with me, don’t hesitate to reach out!


Featured Work          

Hippeas - Flavor Your Mind



STRATEGY / ART DIRECTION / CAMPAIGN

Bulding a Mind-Flavoring Campaign - Hippeas is a vegan, sustainable, better-for-you challenger stirring up a revolution in the junk food aisle. Under the tagline Flavor Your Mind we created distinct fantasy worlds the puffs can transport you to. Using a hybrid of studio photography, video, and 3D, we brought these worlds to life.

Crap Eyewear

BRANDING / ART DIRECTION

Inspired by the punk culture of the late ’70s, we updated Crap’s brand system to bring a bit of controlled chaos into their existing story. It’s bold, typographic, and celebrates Crap’s core DIY ethos and audience.

Lékué

PACKAGING / ART DIRECTION / EDITORIAL

Development of branding, art direction and communication strategy linked to design, innovation and the joy of cooking at home, with packaging used as the main driver for communicating the product. The pack design conveys Lekue’s five main business principles: functionality, image, excitement, internationalization, communication and, above all, healthy, nutritional food.

All Projects         

TANYA PEDRA 2024        ALL RIGHTS RESERVED.