Pedro is a visual designer born in Chicago, trained in New York City and currently living in Roanoke, Virgina.
Working in a cross section of digital design, branding, and editorial, he’s had the privilege of influencing the visual storytelling of a variety brands such as Verizon, Steve Madden, Paper Magazine, Ebony, Apple Music, Scholastic, and The Virginia Tourism Corporation.
Today he is the co-founder of Wasena Creative, a design studio dedicated to brand storytelling. Before that, he worked as the creative director at Ebony and had the privilege of collaborating with some of the entertainment industry’s top artist including Chance the Rapper, Kevin Hart, and Ava DuVernay.
When Pedro’s not developing design solution, he can be seen in the kitchen (either with a wok or a camera in hand), obsessing over the latest Apple Special Event or WWDC, enjoying an iced americano somewhere with a view, or taking advantage of a gorgeous day on a greenway walk.
Client: ColorsVA Magazine
Role: Creative Direction, Design
I have been partnering with ColorsVA Magazine by taking over their layout production while conceptualizing a new look which will culminate in a redesign.
Virginia Tourism Corporation
Project: Virginia Travel Guide Redesign
Role: Creative Direction, Co-designer
I worked with the Virginia Tourism Corporation on a complete redesign of their year travel guide publication. The projected consisted of overhauling the editorial structure and introducing clean modern grid-based templates that could be utilized by other designers as well.
Forest Park Church
EnvyMe Hair Studio
Project: EnvyMe Hair Studio Website & Media Kit
I have worked regularly with EnvyMe Hair Studio of Chicago for some time now. It all began with a website redesign and the relationship has grown into media kits, exterior signage, product labels, etc.
Company: Ebony Media Operations
Role: Creative Director
As designer turned creative director of Ebony Magazine, I managed an art department that included an art director, photo editor, and designer. I worked with editors and talent agents to conceptualize cover art. I directed photographers, wardrobe, beauty, and production teams on set during photoshoot to ensure we delivered on the pitched concept. Additionally, I designed layouts for various other sections of the publication.
Hewlett Packard Enterprise
Project: beHPE Instructional Infographic
Hewlett Packard Enterprise rolled out a program to activate the potential of social media influencing within their workforce. I partnered with them to create an instructional infographic that would guide encourage and guide the user in using the beHPE platform.
creative direction & design.
Project: Edelman Trust Barometer Infographics
I worked with Edelman in 2018 and again in 2019 to create a one-sheet visualization of a yearly Trust Barometer.
Boys and Girls Club of Hollywood
Project: Spread Love, Not Hate Album Cover & Release Party Poster
I worked with the Boys and Girls Club of Hollywood on cover art and promotional material for their “Spear Love, Not Hate” album release. The music program helps students to enhance their ability to cope with and report bullying/violent behavior.
Company: Johnson Publishing Company
Role: Designer & & Art Director
I started off at Johnson Publishing Co. as a designer at Jet Magazine and became the art director with in eight months. Along with editorial layouts, I worked on countless custom photo illustrations and digital post graphics for Jetmag.com. I directed the production of the final print issue of Jet and immediately switch gears to working with a development team on the Jet Digital App.
Company Steve Madden, LTD
Role: Senior Digital Designer, E-Commerce
Produced and managed creative assets for the brand’s U.S. and Canadian markets’ e-commerce website and digital marketing (ie. emails blasts, web ads, social media content) in the English and French languages. I also conceptualized and directed still life product photography and assisted on lifestyle photo-shoots. I collaborated with the design and marketing team to develop style guides on a per-season basis.
Project: Paper Magazine
Role: Editorial Designer
I like to credit my time at Paper Magazine as a pivotal moment that helped launched my editorial design career. I began as production design intern and worked my way up to designer. I reported directly to the art director of the publication and often worked closely with the editorial department including the editor-in-chief.
Project: Business Plan
Business plan for a tech museum meets experience space meets cafe retail space based out of New York City.
Project: Stufinder Branding
Business plan design for startup that makes it easy for artist to find available recording studio space.