“They taught me that it’s okay to admit I don’t have everything figured out.”
This month, we asked Vienna-based designer and educator Andrea Zehetner 5 questions about mentorship, teaching, and the magic of growing together: as students, teachers, and creatives. Enjoy the interview!
I’m a Vienna-based multidisciplinary designer and photographer with a focus on strategy, conceptual design, and visual communication, as well as a professor and teacher for design and media art. And for several years, I have been hosting the Vienna chapter of CreativeMornings, and I love every moment of it.
I am a mum, a world explorer and new-things-in-life-experiencer. I like the opportunity to see new places and meet nice people while being influenced by all my surroundings. I love being challenged and feeling passionate about what I do. I like the amazing smell of books and getting inspired by people that love what they do. I like handmade stuff and the analog world. I am thankful for being able to do what I love. It feels like a journey that is just beginning, and I am excited about the things that will follow.
1. Mentoring kind of comes with the job when you’re a teacher. In your opinion, what makes a good mentor – especially when it comes to creative careers?
To be honest, I was lucky to have experienced the most wonderful mentor. His way of teaching, his support over the years, his friendship, his clarity in his work, his kind heart, and his strong words became a guiding star in my own role as a teacher. As a mentor, these are essential qualities to have in any career.
2. What does a “dream student” look like to you? What qualities make teaching fun – and maybe: what do you personally learn from your students?
A dream student? Oh, I have met several over the years. They were very different, but I guess what they all have in common is a willingness to learn and a great deal of curiosity. It is incredibly fulfilling to watch those young minds figure out their own creative processes and to be part of their journey.
I have learned a lot about patience through teaching and the importance of being prepared to change my plans constantly. 🙂 Nothing ever sticks to a plan while teaching young minds.
But the most important thing I’ve probably learned from those I have had the honor of teaching is how much I care about them and the profession we share. I am committed to giving my best, and I have to admit I don’t have everything figured out. They taught me that it is okay to admit it. 🙂
3. When people think of apprenticeships, they probably don’t picture a creative agency right away. What can you actually do these days as a media design apprentice? Which focus studies or career paths are possible?
That is a big question. I kind of want to answer it with, “Everything is possible!” Haha. It sounds grand, and it truly is. I believe this industry is constantly changing, and those who work in the creative world need to possess one key quality: the ability to develop their skills, move forward, and never stay still. Today, we live and work in an uncertain world, but one that is full of possibilities and constant change. There are no rules that require us to stick to just one thing forever.
Look at me! 🙂 I have been self-employed as a graphic designer and photographer for almost 11 years (even though some teachers told me it wasn’t a good idea—I did it anyway). Then, I added being a host for CreativeMornings/Vienna to my resume. I became a mum while also becoming a professor at the Werbeakademie, and now I teach Media Design at a school. Life is unpredictable, and especially in this industry, we can be flexible about what we want to do if we choose to be.
4. When young people are deciding between studying or doing an apprenticeship – what would your advice be? Where do you see the biggest benefits of an apprenticeship, especially in creative fields?
Oh wow, I have actually discussed this question with some of my students.
I think we need to acknowledge that not everyone has the opportunity to study design. There is a gap in our educational system that doesn’t grant everyone the same chances. (I could elaborate on this a lot more, but I guess that would be a bit too much here! :D) So, studying or apprenticeship sometimes comes down to one thing: money.
Studying requires a high school diploma, which might also be an important factor for some when deciding between an apprenticeship or university/FH.
The significant benefit of learning the necessary skills to work as a media designer or in any other profession in the creative industry during an apprenticeship is that students gain experience by working at an agency or any company with an in-house design department. It is a “learning by doing” approach to acquiring the skills they need to work as designers.
Ultimately, it depends on the individual—their background, skills, plans, or even lack thereof. It is essential to consider the person in front of me to provide proper and educated advice. 🙂
5. Imagine you could completely rethink the whole education system – what’s the first thing you would change to make apprenticeships more attractive for both learners and teachers?
Oh, let’s rethink this. I love that question! I believe we need to restore pride in being a teacher as well as pride in being a student. When we love to learn and enjoy being taught by individuals who know what they are doing and love sharing their knowledge, we are on the path to greatness. However, this change must manifest on many different levels; I am afraid that if I delve too deeply into this topic, it could turn into a much bigger interview than intended. That said, creating an environment where students are eager to learn is a significant challenge when we consider the big picture, as we need the major players to be involved. However, bringing change in the microcosm of the "classroom" is a possibility I witness happening every day.