Tatjana Petkovic

Why did you choose to attend OCAD U?

OCAD U was the clear post-secondary choice for me. I pursued university right after high school but I barely knew anything about graphic design. A lot of my high school teachers recommended OCAD to me for this reason. I came into university with early acceptance, and I didn't want to commute to a farther school because I knew how long projects took me to complete and I didn't want to lose time commuting. At the time I chose OCAD for purely practical reasons, but looking back I'm quite pleased by its teaching and conceptual thinking that is taught through the projects we're given. I'm very glad I made the choice I did.

Please briefly describe your current job / practice.

I'm a freelance graphic designer and a teaching assistant at OCAD U. I freelance at small graphic design studios in the city (meaning I don't have long-term contracts with them), which can range from just a few days to a few months. I rotate studios to keep myself on my toes, and to learn to adapt to new situations and environments. These studios vary from branding, to strategic, to all-in-one firms (yet they are mainly print and idea focused). As a TA, I help my professors for their courses by assisting with research, coming up with ideas for content, guest lecturing and marking.

How did you get started in your career?

I took not one, but five internships. Mainly during the summers while at OCAD U. I got my internships through my classes and professors, at every single one I endeavored to show how eager I was to learn. A lot of these internships led to some great mentors and friends, and helped greatly with networking too.

Did you volunteer or work in your field while you were a student?

Of the five internships I took as a student (four were design-based), a few were unpaid. I gained a lot of valuable experiences from them, but I was privileged enough to live at home during this time. Not many people have these opportunities/options, and it’s important to note that this system is perhaps not fair for everyone.

What were your policies regarding internships, volunteering, and paid work?

I believe everyone should be paid for internships, and a lot are paid now. I took a few unpaid positions because I found a lot of value from them, and I wanted to learn as much as I could. I’m happy I took them, especially during that time. It really depends on the situation (yours and theirs) and the companies you are taking these positions from. You have to make sure you're getting the value you want.

I think volunteering can really help both parties immensely. For volunteering, it's important to make be clear how much time you're willing to dedicate (weekly/monthly/project) so you don’t get stuck in a difficult situation. I think volunteering is amazing and can really help you build your portfolio, but make sure you discuss terms so that you're gaining value from the experience as well, such as your art direction or your say on the design.

For all of these types of work, know your worth. If you’re not getting anything from it, it’s very difficult to keep going at it. Hopefully if it is volunteer work, you really care about the cause.

What do you enjoy most about your work? What is the most challenging aspect of your work?

I enjoy aiding professors with course content and learning strategies in my teaching assistant position at OCAD U quite a lot. I love learning anything new or different in any work environment.

Business is challenging. Communication is challenging. There are a lot of new things to consider when working with real clients and deadlines. How do you communicate the value of what you’re giving them? How do you manage a sticky situation with a client? It’s very difficult and I’m still learning.

What skills or relationships developed at OCAD U helped you participate in your field? Is there anything you would have done differently?

There are so many to mention. The skill that has helped me out the most is resourcefulness. Resourcefulness is key to being a freelancer. Your ability to react and troubleshoot any situation that is thrown at you makes you very useful. This doesn’t mean it’s not okay to ask for help, but know when to ask. Don’t leave any problems hanging.

Asking the right questions for a situation helps a lot too, and asking these questions helps develops other skills in itself. Researching, being friendly, being open to new situations and environments, and being kind to others are among the other more useful skills. “Problem solving” is another important yet obvious one. I’m still developing and working on all of these.

Your relationships at OCAD U are everything. Your friends and professors become your connections. They help you out when you need it, and you help them in return.

What are the key responsibilities you maintain for your practice?

My key responsibilities will range from studio to studio. I aid more senior designers, but I also occasionally come up with ideas and concepts for clients for some projects myself. I then design different materials (usually print or web based) based on these concepts.

It depends on your situation, but a side job can really help if you do not want or can't find a full-time position working at a studio or as an in-house designer. At one point I had about 4 part-time jobs, which included a research position, a teaching position, working in-studio and a few of my own freelancing projects. Knowing your limits in these kinds of situations is tough but an important factor to learn. If a full-time position interests you, taking on freelance work or temporary full-time (contract) positions to get by while searching for and going to job interviews may sustain you financially while giving you valuable experience.

Networking is one of your most key responsibilities as a freelancer. If you think of it more as looking for people who want to help you, who you want to help as well, it becomes less of a daunting task. Go see what people in the industry (and city) are doing. Go to Design events, join the RGD, and go to a lot of portfolio reviews. Also, thank people after talking to them or meeting with them – this will all go such a long way.

What are your personal and professional goals for the coming years?

I plan to continue freelancing at design studios and TA-ing until I save up money to go back to school for my Master’s degree. I also need to pay back my student loans. I hope to start teaching in the near future maybe 4-5 years down the road. I want to become a full-time professor and do some of my own research/work.

Personally, I really just want to visit different cities and travel as much as I can. My dream vacation would be a month exploring Japan.