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Interview with Fernando Pastre Fertonani |
Home > Designer Interviews > Fernando Pastre Fertonani |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Fernando Pastre Fertonani (FPF) for A’ Design Award and Competition. You can access the full profile of Fernando Pastre Fertonani by clicking here.
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
FPF: I've been drawing for as long as i can remember. When I was 4 years old I starter a drawing course along with my father and since then I've never stopped drawing and learning new techniques. In the very begging I only liked to draw dinossaurs and cartoon characters, when I was around 12 I discovered the world of cars and with 15 I discovered the car design area and that was when I decided what I wanted do be in the future. When I was 17 I started a Design graduation course at the Sao Paulo State University in Brazil and later in 2015, with 23, I got into a Master in Transportation and Car Design at the Scuola Politecnica di Design in Milan.
FS: Can you tell us more about your company / design studio?
FPF: I started my studio shortly after graduating in masters degree. It was always a great desire of mine, to own my own business and to apply everything I had learned abroad in my country. The studio seeks not to focus on only one segment of design, but always bring solutions and ideas from one area to another, bringing innovation to the products. We want to see the world outside the statuos quo and bring the design in its essence.
FS: What is "design" for you?
FPF: Design could be defined as the junction of form, function and meaning, value. But I think it can go beyond that, I see design as a methodology, a way of thinking and bringing new experiences, a form of communication. If you think and understand design, you can apply it to anything.
FS: What kinds of works do you like designing most?
FPF: Cars and products in general.
FS: What is your most favorite design, could you please tell more about it?
FPF: My favorite design probably is the way Apple communicated a new world to us.
FS: What was the first thing you designed for a company?
FPF: It was a logo.
FS: What is your favorite material / platform / technology?
FPF: I really like hand sketching, for me it is irreplaceable, and I love sketching with pencils and pen.
FS: When do you feel the most creative?
FPF: There is no time for creativity, sometimes ideas come at unexpected times. But I like to work very late at night, I think that silence and calm help it flow more easily.
FS: Which aspects of a design do you focus more during designing?
FPF: Innovation and presentation.
FS: What kind of emotions do you feel when you design?
FPF: I could say love, but it would be too cliche. I think all kinds, throughout the process everything happens in our mind and in our body.
FS: What kind of emotions do you feel when your designs are realized?
FPF: always the satisfaction and pride of having translated something in the shape of a product.
FS: What makes a design successful?
FPF: I think if it brings a new message to the user, a new experience.
FS: When judging a design as good or bad, which aspects do you consider first?
FPF: I first analyze the context behind that and then the question of innovation.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
FPF: I think that more and more society needs the design, to solve new problems that arise with the ever changing human being, whether it refers to services, transportation, consumption, etc. But always thinking about the impact that all this has on the environment, because above all, we are part of a much larger system.
FS: How do you think the "design field" is evolving? What is the future of design?
FPF: Design develops along with society and all the needs that appear in it. More and more people and companies are understanding the importance of design and how essential it is. The design of the future I think tends to fuse the areas and always think of design as a whole.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
FPF: It was last year, during the Expo Revestir exhibition. No plans for the next yet.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
FPF: I always try to inspire myself in nature, in other products and feelings. I am always looking at references, visiting different places, having new experiences, feeling something new.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
FPF: I am more of the minimalist design style. I think that a pure product with simple and clean surfaces, of simple understanding and perception, tend to last in the memory and to be more iconic.
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
FPF: I currently live in Brazil. Design is something very recent here, many companies do not have the notion and perception of the role of a designer and everything he can add to it. But that, on the one hand, is good, because we have a lot to explore. Brazil is also a culturally rich country, and this certainly brings us a wealth of references, experiences and emotions.
FS: How do you work with companies?
FPF: Some came in direct contact with me and others went through common contacts. I always try to explore to the utmost a conversation and a visit, to understand what that company really needs and what the main limitations are.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
FPF: Trust in the designer, let him do his job, and you'll see how that changes things. Companies should always look for previous works from that designer to see the quality of his work and if it is possible look for recommendations.
FS: Can you talk a little about your design process?
FPF: I like to spend a lot of time to understand the problem to be faced and where to go. I try to analyze how the market is in relation to that need, if there are competitors, how to stand out in relation to them. I think of a strategy for design. I begin to conceptualize and seek references, inspirations, technologies and only after having everything well defined I begin to sketch something on paper.
FS: What are 5 of your favorite design items at home?
FPF: My Macbook air, my Havaianas flip-flop, my smartphone and all the possibilities that it brings to me, the JBL Pulse and the remote control of the Apple tv.
FS: Can you describe a day in your life?
FPF: It is a roller coaster of emotions accompanied always by music. Currently, in addition to my own studio, I am working as a creative designer for a car company, so, I wake up very early, I go to the studio where I work from 8:00 a.m. to 5:30 p.m., then come back to my house and start working in projects of my study. The most challenging thing is always to separate the problems from both jobs and never let one thing get in the way of another.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
FPF: Some simple words: work, work, work, work and never give up.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
FPF: Positive, it is extremely pleasurable to see something that you have developed being produced, becoming real and all the reactions that your design causes. I´ve never found anything that could say that it is a very negative thing about being a designer, maybe the fact that the professional does not have the recognition that he should.
FS: What is your "golden rule" in design?
FPF: Think
FS: What skills are most important for a designer?
FPF: To think!
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
FPF: Lots of pencils, pen and papers, computer, tablet, Photoshop, Autodesk Alias, Pinterest, Behance and a music player.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
FPF: I have to really manage my time because of my jobs, but I always put some limit of working hours at home. Some times when things are flowing I do extra working hours, but in the same way, when I am completely blocked, I try to change activity.
FS: How long does it take to design an object from beginning to end?
FPF: It completely depends on the the object and how much I know about it.
FS: What is the most frequently asked question to you, as a designer?
FPF: How to became a designer.
FS: What was your most important job experience?
FPF: Every experience has its importance, all of them made of me what I am today.
FS: Who are some of your clients?
FPF: Mostly industries.
FS: What type of design work do you enjoy the most and why?
FPF: The most challenging because I always like to put myself in check and I like the challenge of going through that.
FS: What are your future plans? What is next for you?
FPF: Do a good job where I am now and continue with a good work with my studio.
FS: Do you work as a team, or do you develop your designs yourself?
FPF: Every design is made by a team, even if the team is only you and the client, you are a team.
FS: Do you have any works-in-progress being designed that you would like to talk about?
FPF: No.
FS: How can people contact you?
FPF: Via the email: contact@noidesign.com.br Or at noidesign.com.br
FS: Thank you for providing us with this opportunity to interview you.
A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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