Pamela Whitecalf aspires to inspire Aboriginal youth

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At 24 years of age, Pamela Whitecalf has a job that she adores, she has a loving and supportive family, she has many close friends, and she has already won three national awards in her chosen field. For most people, such abundant blessings would be reason enough to dance and cheer. At the very least, one would expect some hint of an inflated ego, but not so for this Saskatoon artist and graphic designer. As she discusses her profession, her life to date, and her future plans and goals, the only acknowledgements she gives to her contentment and satisfaction are a few humble words and a shy, close-mouthed smile.

"I'm very fortunate to be able to do what I love," she said. "I work in a great place. I'm very grateful for the job I have, and the opportunities I have, but I can't take it for granted."

The position that the modest and soft-spoken Whitecalf is expressing her gratitude for is graphic designer with Dark Horse Studio, one of Saskatoon's premier design and communication companies. At Dark Horse, Whitecalf is able to unleash her creativity, and the impressive results of her efforts are drawing the interest of an increasing number of admirers and customers.

"I like to use my skills for Native companies," Whitecalf explained. "For a lot of these companies, their presentation is weak. I want to present them the way they should be, more professionally. I love our traditional art, but I like to bring in my own designs, to make it more up-to-date and modern."

Several Aboriginal firms have already taken advantage of the artist's unique synthesis of the old and the new. The Saskatchewan Native Theatre Company has Whitecalf design most of its posters and promotional materials, and the work she does for Sweetgrass Records has garnered her the Canadian Aboriginal Music Awards' best album cover honour for the part three years running. Such growing recognition is certainly appreciated, but it is also something the admittedly introverted Whitecalf has difficulty dealing with.

"It's great to be recognized, but it's hard for me to get up in front of that many people," she said.

Whitecalf is the daughter of Sweetgrass Records' founders and owners Ted and Darlene Whitecalf. The youngest of three children, the Cree/Ojibway woman attributes much of her success to the unwavering support of her close-knit family.

"I grew up in a very loving home, with a lot of encouragement," she said. "I really want to thank my parents for their upbringing and support."

Whitecalf attended Saskatoon's Walter Murray Collegiate, then worked in a couple of uninspiring jobs before enrolling in the visual communication program at Medicine Hat College. She spent two summers working for Dark Horse while pursuing her degree, and after graduating, she joined the company full-time in Jan. 2001. Though extremely skilled in computer-based design, she is also very interested in more traditional art forms.

"My interest in art takes on many forms, from modern computer graphic designs to photography to painting," she said. "I started painting in college, about four or five years ago. I had a show in April of 2001. I had maybe 15 pieces on display, and I sold almost everything."

As one of only a handful of Aboriginal designers in Saskatchewan, Whitecalf is increasingly being asked to share her experiences and wisdom. This past summer, she was one of the speakers at the Saskatchewan Arts Alliance's annual Arts Congress, and in November, she returned to Medicine Hat to address this year's class of visual communication students. Given Whitecalf's long-term goals, such public appearances are especially rewarding.

"Someday I would like to speak to young people-high school students and young adults-and encourage them to go on with their education, especially in the arts," Whitecalf shares. "I'd like to be a role model."

Considering her accomplishments to date, it could be convincingly argued that she already is a role model. However, Whitecalf doesn't feel thatshe is ready quite yet to move into teaching and mentorship roles.

"There are always new things to learn technically and creatively," she says. "I realize I need more experience, but that will come."