Alumni Spotlight: An Interview with Yana Veksyhna
We recently had the pleasure of catching up with Yana Veksyhna, a talented BA Graphic Design & Visual Communication alumna from the Class of 2020, to discuss her journey in transforming her thesis into a published book. Yana shared the challenges she faced, the outcomes following the publication, and some invaluable advice for aspiring authors in the field of design.
Yana Vekshyna՚s journey from crafting a bachelor՚s thesis to authoring a fully published book, “Cyrillize it,” showcases the unpredictable paths of creativity and academic exploration. Initially unintentional, Yana humorously recalls it as an accident. Among various ideas, she was drawn to a topic of celebrating her own heritage through typography, hitting a niche. Acknowledging the unique appeal and quality of her thesis, Yana decided to publish it, encouraged by her professor՚s support.
Challenges in Publishing and Transforming a Thesis into a Book
Q: What were the challenges you experienced in the journey of publishing your thesis and converting it into a book?
In my pursuit of publishing a book in the field of Design, I extensively researched various publishing houses. Despite crafting a compelling pitch presentation, the responses were scarce, with most not replying at all. Fortunately, my Professor played a pivotal role by personally introducing me to the publisher of Niggli Verlag, with whom I eventually signed a contract. This has opened a door to many new information like printing conditions, royalties, and rates. It has also turned out that I had to self-fund the printing costs, which indeed presented a challenge. Despite securing partial support from BI, obtaining additional funding proved difficult due to the project՚s private nature rather than academic status. From the start my Professor has given me an essential reality-check warning: “You will not earn a lot of money with the book, but that is not why we do it, right?” Nevertheless, I did not let that discourage me.
So I did more research, delving deeper into the content of my thesis, adding chapters, and transforming it into a book. I also had to adapt to the requirements of the publisher and follow the legal procedures, which I never had to face as a student before. However, my biggest personal challenge was dealing with imposter syndrome, doubting to be the right person to curate and produce such a serious work, and growing concerns about unforeseen events that could influence the relevance of my book. And however unlikely, these concerns became a reality as the war broke out in Ukraine. This has given me a clear understanding that I cannot avoid the topic of politics in design, especially when it comes to such culturally rooted issues as srcipt.
Notable Outcomes and Responses Post-Publication
Q: Following the publication, what notable outcomes or responses did you experience?
I experienced a significant increase in visibility as a designer, and I had the opportunity to connect with many new specialists in the field of design. Surprisingly, I found myself on the other side of academia, as I was invited to participate in public talks and lectures, e.g. at the Trier University of Applied Sciences and the Universität der Künste Berlin. I received a lot of valuable feedback for my book, along with constructive criticism. However, some of it was attacking, which was anticipated but nonetheless impactful when experienced firsthand.
Anyhow, prior to writing the thesis, I had little familiarity with the topic of Cyrillic, but it has now become a passion of mine. I am frequently contacted by individuals seeking information about Cyrillic or Eastern European design, and my interest in the subject continues to deepen as I keep on researching. The book appears to be just the beginning of this journey.
Hot Tips from Yana Veksyhna
Yana also shared some essential tips for those looking to publish their work and navigate the complex world of publishing. Here are her top recommendations:
Craft a compelling pitch presentation: A well-prepared pitch can significantly increase your chances of getting noticed by publishers.
Build connections in the field: Networking is crucial in the publishing industry. Don’t hesitate to leverage your connections to gain visibility and opportunities.
Manage your expectations: While publishing can be rewarding, it’s essential to be realistic about financial expectations. Don’t set your hopes too high for making significant profits from your publication.
Do not be discouraged by unresponsive publishers: Rejection is part of the process. If publishers do not respond, keep persevering and exploring other avenues.
Stay mindful of copyright: Ensure that you understand and adhere to copyright rules throughout the publishing process.
Prepare yourself for criticism: Be mentally prepared to encounter criticism or negativity, and develop strategies to handle it constructively. Focus on learning from valid feedback and maintaining confidence in your work.
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