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Walking into the buildings that make up the , you’ll be greeted with the sound of music, the smell of coffee, and a bright atmosphere. Take a closer look, and you’ll notice eye-catching promotional graphics designed with the creative contributions of ������Ƶ Fort Wayne alumna Emira Veseli.

For the visual communications alumna, no two days are the same.

“I don’t just create for Sweetwater; I also work on projects for Sweetwater’s Studio, Academy, Wavelengths Hair Salon, Crescendo Cafe, and Downbeat Diner. Each has its own unique branding style, making every project a fresh and exciting challenge."

She’ll jump from print to digital ads and the occasional t-shirt design. But she thrives off the job’s fast-paced environment—a skill she learned in college.

“It’s a really cool place. They allow so much creativity. I get to work on amazing projects like master classes, employee events, and holiday recitals for Academy students—all bursting with energy and artistic expression. Every day feels like a new opportunity to push creative boundaries!”

A day in the life of a graphic designer

A typical day for Emira starts off with checking emails, prioritizing tasks, and checking for new projects before diving into existing ones.

“I use Adobe Creative suite tools every day, constantly moving between Photoshop, InDesign, and Illustrator to tackle a wide variety of projects.”

She’ll jump from project to project and client to client, determined to collaborate on a design that meets the objective and aligns with the company’s vision. If Emira faces any challenges, it’s largely agreeing on an end product, but she takes feedback seriously and is always ready to compromise.

“Feedback for a designer is crucial. I think it gives you a fresh perspective of how others see a design, and it helps me improve my work.”

Her favorite projects are usually for the campus hair salon, Wavelengths, and the coffee shop, Crescendo Café. Emira feels that’s where she can express the most creativity through fun seasonally featured drinks to collaborating with the photo team to capture unique shots of hair salon products.

“There's nothing more rewarding than seeing people appreciate the creativity behind my work. Watching a concept evolve from an idea to its final form, and then seeing it showcased throughout the entire campus, is an incredibly fulfilling experience.”

The road to becoming a designer

Graphic design wasn’t originally the plan.

Despite setting dreams of being a fashion designer to the side, she followed her love of art and started classes at ������Ƶ Fort Wayne.

“I chose ������Ƶ because I wanted a program that balances creativity and practical skills at a fast pace.”

Emira managed to balance her work with school and chose to do a mix of in-person and online classes to fit her schedule. She enjoyed how hands-on every class tended to be.

“I didn’t know much about graphic design. I want to say I had zero knowledge of Adobe Creative Suite. I walked into class, and the teacher started explaining the tools and how to use and apply them to design. That was very, very cool to me.”

Her classes introduced her to design principles, problem solving skills, and software that she still uses today. It also gave her the ability to build a portfolio, accept feedback, and get a life-changing internship.

Building skills

While sitting in Jared Applegate’s class one day, came as a guest speaker to promote his brand, CEV Eyewear. At the time, he was looking for a graphic design intern, and Applegate encouraged Emira to apply.

“I’m so thankful I did. It was a very valuable and fun experience for me, and I learned a lot.”

Her usual tasks included photo retouching, social media graphics, and product photography.

“Jamal was a very ambitious person, and he helped me understand branding and how social media represents the brand. I also studied the competitors and explored articles and examples he shared, which deepened my understanding even further.”

CEV Eyewear was her real introduction to what a career in graphic design could be, and she used those skills to build an impressive portfolio, which led to her first role as a production artist at Sweetwater. From there, she continued to grow and eventually advanced to her current position as a graphic designer.

Staying up to date

Emira continues to follow in the footsteps of her professors, including Robinson, by staying up to date in the latest trends for Sweetwater. She follows her favorite designers on social media who post tips, tricks, and their latest work.

“I I like to challenge myself by exploring what others are creating, using their work as inspiration to develop ideas that I believe will truly make my projects unique.”

As Emira advances in her career, she’s constantly looking for more inspiration that surprises and encourages her.

“I’d love to collaborate with designers who bring a unique style and clever problem-solving skills that make you go, ‘Wow, that’s a brilliant idea!’”

Outside of work, she often turns to her creative side by sketching patterns, drawing up fashion designs, and even reading fantasy novels. She likes to take walks to decompress and look for more inspiration.

“My advice for future students is to be open to feedback and stay curious. Also, try new things even if they’re outside of your interest because it can spark new creative ideas.”

What’s next

Five years later, Emira loves her job at Sweetwater. She comes to work ready to face any challenges and find creative solutions. But she also enjoys the environment that fosters, promotes, and accepts creativity.

“It’s really cool when you walk into the music store and see people get very excited because it’s like Heaven for them. It’s like when I would walk in an art store.”

Looking back, Emira wouldn’t do anything different. She says the opportunities she got through her education at ������Ƶ were everything she needed to succeed.

“I think an associate degree for me was the perfect choice.”

To learn more about ������Ƶ Fort Wayne’s Visual Communications program, visit our website.