Interview with Fernando Pastre Fertonani
Designer Interview
23 May 2019
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.
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.
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.
Cars and products in general.
My favorite design probably is the way Apple communicated a new world to us.
It was a logo.
I really like hand sketching, for me it is irreplaceable, and I love sketching with pencils and pen.
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.
Innovation and presentation.
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.
always the satisfaction and pride of having translated something in the shape of a product.
I think if it brings a new message to the user, a new experience.
I first analyze the context behind that and then the question of innovation.
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.
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.
It was last year, during the Expo Revestir exhibition.
No plans for the next yet.
No plans for the next yet.
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.
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.
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.
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.
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.
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.
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.
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.
Some simple words: work, work, work, work and never give up.
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.
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.
To think!
Lots of pencils, pen and papers, computer, tablet, Photoshop, Autodesk Alias, Pinterest, Behance and a music player.
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.
It completely depends on the the object and how much I know about it.
How to became a designer.
Every experience has its importance, all of them made of me what I am today.
Mostly industries.
The most challenging because I always like to put myself in check and I like the challenge of going through that.
Do a good job where I am now and continue with a good work with my studio.
Every design is made by a team, even if the team is only you and the client, you are a team.
Via the email: contact@noidesign.com.br Or at noidesign.com.br