We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Sergei Didyk ("SD").

Sergei Didyk is a photographer and graphic designer with an extensive, over 30 years experience in advertising and design. He is the founder and owner of Didyk Pictures - a commercial photography company specializing in food and beverages shooting. The company has at its disposal a large 150 m² photostudio, a comfortable kitchen to prepare food for shooting and a graphic department. It is located in Tallinn, Estonia.

Sergei Didyk Designs

We are pleased to share with you original and innovative design work by Sergei Didyk.

Designer Interview of Sergei Didyk:

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?

SD : In my childhood just like many other boys I was obsessed with cars and I could also draw quite well. My mother was happy to see me doing something that I liked and she actually decided my fate. She found a drawing teacher for me – he was a student of the art academy. He was so good in teaching me that it left me no other option but to get enrolled into the graphic department of the Art Academy in Tallinn – at the time there was no graphic design department yet.

DI: Can you tell us more about your company / design studio?

SD : Didyk Pictures Studio specializes in advertising photography and graphic design. I founded my company 12 years ago, already having over 20 years of experience in this field.

DI: What is "design" for you?

SD : To me design means convenience, visual logic and nothing superfluous.

DI: What is your most favorite design, could you please tell more about it?

SD : In my opinion the highest achievement in design is definitely Citroen DS by designer Flaminio Bertoni. Especially if you take into account the year it was designed. Being one of the lucky owners of this miracle I could literally feel with my own hands the proportions, forms and volumes of this car. The second trophy I would award Citroen SM by designer Robert Opron. On the third place stands all creative work of designer David Lewis for Bang & Olufsen.

DI: When do you feel the most creative?

SD : At night when everybody is asleep. I get carried away and forget about the time. I even forget to make myself tea. ))

DI: What kind of emotions do you feel when your designs are realized?

SD : No doubt, I am happy and proud. It is very important to satisfy your ambitions. However, very rarely there are also regrets if you find mistakes post factum.

DI: What makes a design successful?

SD : Some kind of luck. A lucky combination of client, time, mood and even the budget.

DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?

SD : My last exhibition happened a long time ago in Estonian city Tartu. And the next one I am planning at the end of this spring in the medieval castle Laitse, where the main theme of works will be a food photography.

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?

SD : I would like to think that my style could be called Scandinavian – simple, cold, functional and aesthetic. However, I assume there has also been an influence of the Polish school of poster.

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?

SD : I live and work in Estonia. Estonia is a small, beautiful, comfortable and quiet country. A long snowy winter and a cool summer puts you in a mood for a slow, measured work. After attaining its independence Estonia is developing actively – the most progressive technologies are introduced to the everyday life. The development of the IT-services, for instance, has surpassed the most daring expectations. One cannot overestimate how helpful it is in work and everyday life.

DI: Can you talk a little about your design process?

SD : I follow the principle that photography (especially, the design photography) starts with a pencil and a paper. Before taking camera in hands one should think thoroughly, come up with a subject, and analyze all the details of the composition. When you sketch first, then it becomes clear if there is any sense in doing that shot.

DI: Can you describe a day in your life?

SD : I wake up quite late. I take time in preparing myself a salad for breakfast and then savour it. Then the rhythm gets somewhat faster – I drive my favourite Citroen DS to my clients and after lunch I finally reach my studio. A cup of coffee and then the planned shooting takes place. Evening and night are the times for creative work – I get new ideas and draw sketches. Whenever I get a free day I lock myself in garage and continue the everlasting restoration of my treasure, Citroen DS. I do everything myself, from welding and dying till mechanics and hydraulics.

DI: What skills are most important for a designer?

SD : An ability do make something with your own hands.

DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?

SD : First of all, pencil and paper. Then, when it is clear what we are up to, I use Aperture and the main set of Adobe – Photoshop, InDesign & Illustrator.

DI: Designing can sometimes be a really time consuming task, how do you manage your time?

SD : I am not good at planning time. It's rather the flowing time controls my actions.

DI: How long does it take to design an object from beginning to end?

SD : From several days to a month. Client cannot wait and wouldn't wait.

DI: What was your most important job experience?

SD : Mostly I have been influenced by experience of working in 90-s for the Finnish company NOKIA. That was the first time when I faced the tasks and responsibilities of the global scale.

DI: Who are some of your clients?

SD : Among my clients there are Courvoisier, NOKIA, Estelon, COMPAQ, Tavex Group, Gallina Blanca. If we talk about the advertising agencies, then I can name DDB, BATES, Kontuur Leo Burnett, Satumaa Family Business and many more.

DI: What type of design work do you enjoy the most and why?

SD : Creation of the 2-dimensional images – photos, images, illustrations. That's something I am really good at.

DI: How can people contact you?

SD : It's very easy: on my site www.didyk.ee or in Facebook.