We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Paul Joshua Martinez Calderon ("PJMC").
Paul Joshua Martinez Calderon is an award-winning designer that helps make the World a better place with their original and innovative creations and advanced design works.
Paul Joshua Martinez Calderon Designs
We are pleased to share with you original and innovative design work by Paul Joshua Martinez Calderon.
Paul Joshua Martinez Calderon Design - De Muros a Marcas Street Art Cathedra and Art Book
Designer Interview of Paul Joshua Martinez Calderon:
DI: 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?
PJMC : When I was 9 years old, I used to watch my father paint murals on his bedroom walls for my mom. That’s when I first realized that drawing could express more than just aesthetics—it could also carry a message. Years later, when I was in my last year of high school, I was given the chance to design my class’s graduation jacket. It was the first time something I created was celebrated by 90 of my classmates and the entire school board. That moment made me want to feel it again—to see my designs come to life, be mass-produced, and serve a purpose.
DI: Can you tell us more about your company / design studio?
PJMC : Right now, my design studio is still in development, growing from my personal brand. I envision it as a space where people can trust their projects will be handled with the right mix of aesthetics and functionality. More than just a studio, I want it to be a place of friendship and confidence, where everyone in the team feels free to share ideas without fear or insecurity.
DI: What is "design" for you?
PJMC : Design is the balance between aesthetics and communication. It’s the tool we use to convey messages—whether for a service, product, system, company, or people.
DI: What kinds of works do you like designing most?
PJMC : I especially enjoy projects where I can combine my illustration skills with graphic design. Whether it’s creating complex, illustrated compositions or minimalist visuals, I always aim for a balance between beauty and the client’s needs.
DI: What is your most favorite design, could you please tell more about it?
PJMC : One of my favorite designs is the artbook collection from the animated Spider-Man movies. Those books deeply inspired me—they revealed everything behind the scenes: concept art, editorial layouts, character and graphic design, and illustrations used for the film’s development and marketing. That inspiration pushed me to create the very project that won this award.
DI: What was the first thing you designed for a company?
PJMC : Professionally, the first complete design I created was a rebranding for a Peruvian NGO called Ecoceánica. But the very first project I designed under the supervision of a larger institution was my high school’s graduation jacket. Since it was for a Salesian school, the design had to follow specific visual and institutional guidelines—which I learned to follow at just 16 years old.
DI: What is your favorite material / platform / technology?
PJMC : The iPad. My first experience with digital illustration began when my parents gave me an iPad at age 20. I knew the effort it took them to afford it, so I committed myself to mastering it completely. That decision eventually led me to give my first Procreate workshops at university—those workshops laid the foundation for the project that earned me this award.
DI: When do you feel the most creative?
PJMC : Right after meaningful, unforgettable experiences. It could be after watching a film, spending time with my parents, or even going through painful and emotional moments. Somehow, my mind transforms those feelings into a need to create visual or audiovisual content.
DI: Which aspects of a design do you focus more during designing?
PJMC : The concept and the research. The visual part becomes much easier once I fully understand what I’m creating and why.
DI: What kind of emotions do you feel when you design?
PJMC : All of them. My emotions often shape the tone and communication style of each design. It depends entirely on how I’m feeling.
DI: What kind of emotions do you feel when your designs are realized?
PJMC : Pride. I know how much work it takes to bring an idea to life and polish it. When I see people left speechless, my mind says, “You did it. It was possible.”
DI: What makes a design successful?
PJMC : A strong concept and the perseverance of the designer or team behind it. Always seeking to improve and being open to different ways to reach the ideal outcome.
DI: When judging a design as good or bad, which aspects do you consider first?
PJMC : I focus on what the design communicates—its tone and message—and whether that aligns with the project’s goals.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
PJMC : To communicate effectively in a way that helps people better understand the products and services they interact with.
DI: How do you think the "design field" is evolving? What is the future of design?
PJMC : Design is becoming essential across all fields—business, entrepreneurship, services. In a world that demands immediate audiovisual stimulation, people are investing more in how they present their ideas. With AI on the rise, design is evolving into something indispensable. Everyone needs designers—we are the architects of communication.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
PJMC : The last time my work was publicly seen was about a year ago, through the project that earned me this award. Now, I’d love to share everything I’ve been creating this year, applying to more competitions and exhibitions so that my work can reach a broader audience.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
PJMC : Inspiration comes from the simplest things in life and the emotions I experience daily—love, joy, fear, anxiety, stress. I try to channel all of that into something creative and meaningful. I always draw from my context to create.
DI: 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?
PJMC : My style reflects my current situation and environment. I’m influenced by urban visuals, street art, the movies I watch, and the music I listen to. Sometimes it’s minimalistic, sometimes overloaded—it all depends on how I feel. My approach is always emotional and intuitive.
DI: 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?
PJMC : Absolutely. Sadly, in the city where I was born, design still isn’t fully valued. There are no university programs in design, and many people don’t even understand what I do. This has pushed me to seek references from the capital and abroad. Still, I try to find ways to integrate my local culture into my work and elevate design within this context.
DI: How do you work with companies?
PJMC : I always study who I’m working with and what their goals are. I try to understand their team and adapt like an anthropologist—analyzing their environment to design in a way that truly fits.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
PJMC : Companies should understand what a designer is truly capable of—knowing their strengths and weaknesses helps build a better working relationship and unlock their full potential.
DI: Can you talk a little about your design process?
PJMC : I always start by studying and conceptualizing, depending on the design service. Then I begin sketching and brainstorming ideas. Only after that do I move on to digital execution, refining the best concepts.
DI: What are 5 of your favorite design items at home?
PJMC : My computer, my iPad, my sketchbook, my desk, and my headphones.
DI: Can you describe a day in your life?
PJMC : I wake up at 4:30 AM to go to the gym and return around 7:30 AM. After breakfast, I get ready for work, usually starting at 9 AM and finishing at 5 PM, with two breaks in between. In the evenings, I spend time with friends, family, or work on personal projects.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
PJMC : Study design history and trends from the past. Understanding how design evolved helps you grasp why it is the way it is today—and how to adapt for the future.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
PJMC : The positive: you can bring creativity into almost any field and enjoy the process. The negative: constantly fighting perfectionism and unrealistic standards often set by agencies or social media. That’s why I live by the phrase: “Perfection is the enemy of good.”
DI: What is your "golden rule" in design?
PJMC : Always research before creating.
DI: What skills are most important for a designer?
PJMC : Being able to express your ideas clearly—with a pencil and paper, through writing or drawing.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
PJMC : I mainly use my computer and iPad. On my computer, I work with Adobe Creative Cloud. On my iPad, I use Procreate and Adobe Fresco for illustrations. For resources and inspiration, I rely on Instagram, artbooks, and basic design books—especially for layout and composition ideas.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
PJMC : I try to stay organized and respect my schedule. I allocate time for research, design, exercise, family, friends, clients, video games, and alone time. Keeping balance is essential for me to function well in all areas of life.
DI: How long does it take to design an object from beginning to end?
PJMC : It depends on the project and the feedback process with the client. If everything flows smoothly, my research takes 2–3 weeks, design execution another 3 weeks, and final files and post-production take 1–2 weeks.
DI: What is the most frequently asked question to you, as a designer?
PJMC : People often ask, “What exactly do you do?” or “Do you earn enough?” These questions reflect the lack of awareness in my hometown, where design still isn’t part of university education.
DI: What was your most important job experience?
PJMC : Working at the first studio that believed in me—Caracola Studio. Thanks to Carolina, the director, I learned everything that design school doesn’t teach—from how to navigate the professional world to how to find new clients.
DI: Who are some of your clients?
PJMC : Most of my clients are in the food and beverage industry—coffee, chocolate, and gastronomy-related products. I handle everything from visual identity to packaging design. Some of them are Renacer, Etno Inteligencia, Florencia & Fortunata, Bitezilla, Pinta Draft Bar, and Magia Piura.
DI: What type of design work do you enjoy the most and why?
PJMC : I enjoy projects that require deeper research—non-traditional work like unique packaging or branding for emerging brands. I like challenges that push me out of the ordinary.
DI: What are your future plans? What is next for you?
PJMC : I’m planning to apply for a master’s scholarship in Europe. Unfortunately, I haven’t found any programs in Peru that match my professional goals. That’s why I’ve been building my portfolio—to help me get there.
DI: Do you work as a team, or do you develop your designs yourself?
PJMC : I believe designs always benefit from multiple perspectives. Most of my projects are done with help from more experienced professionals or talented friends who can add value to the process.
DI: Do you have any works-in-progress being designed that you would like to talk about?
PJMC : One of my latest projects is my portfolio. Since I started in this field, I’ve seen many types of portfolios, but never one that truly expressed what I wanted to communicate. That’s why I created “POLFOLIO”—an extension of my creative universe. It’s my personal and professional introduction to clients, collaborators, and friends.
DI: How can people contact you?
PJMC : They can reach me on Instagram: @pauljoshua_07 or through my website: thepolfolio.com
DI: Any other things you would like to cover that have not been covered in these questions?
PJMC : I think everything important has been covered. Thank you!