Berlin International is delighted to feature Yana Vekshyna, an alumna whose design journey has taken her from Eastern Europe to Berlin’s vibrant creative scene. With experiences spanning graphic design, event management, and marketing, Yana shares her insights on freelancing, collaboration, and the unexpected directions her creative path has taken.
“In the beginning it was definitely personal connections and word of mouth. When I was just starting, over 10 years ago, graphic design in Eastern Europe was only on the rise. So if you told anyone that you can do something in Photoshop and Illustrator, you would definitely land a project or two. The outcomes were more than questionable, but it was a chance to build up a portfolio and learn.
Later on, the Internet helped promote the works, but even now 90% of requests still come from networking. However, when clients do find you through Behance or Instagram, you are more likely to land a project in your personal style, since people come for a particular aesthetic they saw in your portfolio.”
“Absolutely! The opportunity's name is Ben Wittner, our former professor and the owner of Eps51 design studio. He has helped me a lot through the studies, internship, and later with the publication of my book. Professor Tibus has also introduced me to my first Berlin clients, with whom I collaborate to this day. I think our university provides superb networking opportunities. You just have to grab them by the tail.
Publishing a book has also definitely opened up a lot of doors for me. I get invited to talks, conferences, universities, where I get a chance to meet hundreds of colleagues from different countries and spheres of design.”
“I think design is such a broad discipline, that the more knowledge in different fields you possess, the richer your practice becomes. Having a degree in Marketing and Business Administration definitely helps with the organizational part of the job. I have no problem managing projects, negotiating, and talking in public. It also helps to assess the projects from a commercial standpoint.
Event management taught me to not be afraid of hands-on work. I am a designer who can drill, mold cement and climb ladders if the project requires that.”
“The biggest lesson freelancing has taught me is that I actually like working together with other people, rather than alone. My freelancing phases have mostly been forced due to immigration, maternity leave, epidemics etc. But for me nothing beats the creative flow of collaboration.
I feel knowledgeable enough to work on my own, but getting feedback from designer colleagues, getting inspired and learning from one another is hundreds times more beneficial for my practice. Even physically I feel more energized and motivated surrounded by other people, rather than sitting alone in front of my computer. I am definitely an extrovert.”
“So far my creative journey has been a complete surprise for me. I have ended up in places I never imagined, like publishing a book, teaching, giving talks, doing type design.
Although my book was written for graphic designers, it is so closely related to the field of type design, that it inevitably carries me in this direction. I am constantly doing research in this field, especially in Ukrainian Cyrillic type.
I can get very easily inspired by any random thing, therefore I never know where my ‘double diamond’ is going to lead me. My latest obsession is medieval ornamental typography – let's see what comes out of it!”
Yana’s journey highlights how openness to opportunities, strong networks, and a collaborative spirit can shape a thriving creative career.
