Prior to joining YR Media, Pedro launched Wasena Creative, a design studio empowering brands and entrepreneurs with strategy and design integration.  Since launching the studio in 2017, his work has spanned the tech, fashion, and media landscapes including such partners as  Apple Music, Virginia Tourism Corporation, Edelman, Hewlett Packard Enterprise, Mitsubishi Heavy Industries, and Paul Stuart. 

Pedro launched the studio following a position as Creative Director at Ebony. He originally joined the historic Black-owned brand as the Art Director for Jet magazine in 2013 before being recruited to return and lead creative for Ebony’s expanding digital footprint in 2016. While at Ebony, Pedro conceptualized, pitched, and produced cover shoots with some of Hollywood’s top talent including Chance the Rapper, John Legend, Ava Duvernay, Kevin Hart, and the cast of the OWN Network’s Queen Sugar. On top of providing on-set direction, Pedro also created design systems for translating the print product to digital platforms and worked to expand Ebony’s Special Issue Publication business. 

Meet Pedro

Between his time at Ebony and Jet, Pedro spent several years working in the fashion e-commerce industry including  Steve Madden’s e-commerce business. He joined the iconic shoe brand as a Senior Digital Designer for their e-commerce website and was later involved in the design of their shopping app. Pedro’s responsibilities expanded with the growth of Steve Madden’s Canadian operations for which he led the design and art direction efforts often conceptualizing and directing still-life photography while also strategizing on how to repurpose U.S. assets for an English and French-speaking audience.

Pedro often credits his time at Steve Madden as the foundation for his creative direction style and his passion for photography. His work at Ebony was heavily influenced by long days spent working with creatives, fashion models, photographers, makeup artists, and assistants on studio photo shoots for Steve Madden.  His time working on still-life product photography with in-house photographers would directly impact his food photography work which has led to contracted work for brands like Nature’s Greens and Crystal Spring Grocery Co. 

Digital products have been a running thread throughout Pedro’s career from working on Motorola’s first Android device as a UI/UX design intern to serving as a senior visual designer on Verizon.com as part of their in-house studio. Today, Pedro oversees brands and creative programs at YR Media with a priority on digital experience and product innovation.