what do designers do?

  • I make complex things appear comprehensible – which means: designers have to learn every day.

  • Art Direction
    Art Direction is the formulation of guidelines for the development of a specific creative product. The Art Director, as leader of a team comprised of various creative experts, makes decisions to achieve a product’s greatest possible potential.
    Branding and Identity
    Branding and corporate Identity include the sum of all visual representations of a business. The image (corporate design), the verbal expressions, behavior, and manner among both the internal and external public orientate around the business’s values.
    Corporate Design
    Corporate design describes the compilation and definition of visual elements of a brand identity such as logo, typography, color and image concept, business layout and architecture.
    Editorial Design
    Editorial design is the conception and design of journals, newspapers, magazines, brochures, and books and is directly connected with the redactional work.
  • motivation for designing

    The best motivation and goal I can imagine is that moment when your creative work actually helped the client. My goal is to learn from my clients, understand what they are all up to, and help them to improve and express their identity, ideas or messages.

  • learned to design

    A lot of learning-by-doing, and the discussions between co-workers and clients. I studied communication design and did some internships, of course.

  • year since working as
    professional designer


  • age of first design career thought


  • working at night per month


how do designers spend their time
on average workday?

  • 10:00


    • designing

      1 1

    • research

      1 m

    • writing emails

      1 1

    • handling calls


    • managing


      writing to-do-lists, brief photographers etc.

    • other

      1 m

      drink coffee, read magazines and blogs, clean up my desk (at least once a day)

how do designers develop ideas?

  • Read the briefing. Try to understand. Read the briefing again. Drink a coffee. Read the briefing again. Do some moods, and try to think further than needed.

  • main influences

    There is no special influence on my work. It all depends on the project and the task.

what is a dream client like?

  • Always willing to learn, interested in the designers thoughts and ideas, and task-oriented.

  • relationship with client

    Mostly very good, trustful, and somehow like a friendship. Mostly, not always.

  • getting along with salary

    I cope well.

  • Pascal Fedorec

  • PF Design Studio

  • Mannheim

  • Germany