Interview with Paul Joshua Martinez Calderon
Design Legend Interview
7 August 2025
I studied Art and Business Design at Universidad San Ignacio de Loyola in Peru, graduating in 2024 with a specialization in Brand Management and Illustration. That same year, I completed my bachelor’s degree with the project that later won me the award. Throughout my university years, I took several courses to deepen my knowledge in typography, design software, advanced illustration, and more.
Knowing that even my simple childhood drawings could make people feel something. That feeling stayed with me — I wanted others to feel what I feel when I create.
I believe design is one of those careers that no one is forced into. In my case, I knew I wanted to create things ever since high school, but I didn’t even know that “design” existed as a profession at the time.
I’d love to design more projects where I can blend traditional design with illustration — combining both disciplines into a cohesive creative process.
I’m still a junior designer, but my advice to those just starting is: follow your instincts and learn from every professional you meet. Listen first — only then will you be able to choose what to apply to your creative journey.
A great designer dares to break patterns, to create something that connects emotionally. Beyond talent or technique, it's about being able to communicate with honesty and personality.
When a design solves a need while also generating an emotional or cultural impact. A great design not only works—it resonates.
Good design brings clarity, identity, and connection. It makes ideas more memorable and more powerful. That’s why it’s worth investing in—it transforms.
I’d love to design a children’s book for Peruvian kids. One that includes characters and messages rooted in our culture, told through a bold and emotional visual language.
A visual identity for a Peruvian brand that wanted to be colorful, honest, and memorable. It included packaging, illustration, and a typographic system tailored to their tone of voice.
If the design doesn’t give me goosebumps, it’s not ready. Before presenting something, I look at it over and over again until I feel something. That’s when I know it’s close to being done.
I don't follow specific designers, but I’m deeply inspired by artists like Tyler, the Creator, J. Cole, Kid Cudi, and illustrators who work for studios like Riot Games and Sony Animation Pictures.
My favorite pieces are my Spider-Man art books. I love how they combine layout, concept, and storytelling into one cohesive object. They feel like a museum you can hold.
My thesis project, which won an award. It’s the result of everything I learned: illustration, branding, project management, typography, editorial work, research, and creative direction. It feels complete.
Create like a 10-year-old and study like a specialized doctor. That balance between curiosity and discipline made all the difference for me.
I would’ve loved to be a film director. I think it’s a discipline where you can connect deeply with people through emotion and storytelling—just like design.
When your work genuinely connects with others. For me, success isn’t about big agencies or massive clients—it’s about creating something meaningful that people remember.
My parents, with their advice, long talks, and infinite patience. Also, my boss Carolina Maldonado and my professor Juan Pablo Aponte — thanks to them, I had many opportunities to prove what I’m capable of.
Dedication and a passion for becoming better every day. Discipline and consistency — even if it's still a challenge for me.
Moving from a small town to the capital to study design, without knowing anyone and being far from my family. I focused entirely on growing as a professional and making my parents proud — they gave everything so I could pursue what I love.
The presentation must be as good as the project itself. It’s like exhibiting a masterpiece in a gallery — it only makes sense if the space is well cared for and your work is presented with the security and attention it deserves.
Right now, I'm working on my portfolio — a different way of presenting myself as a professional. You can check it out at thepolfolio.com.
I don't think I have one. My creativity has no limits now, and I don’t think it will 20 years from now either.
They often expect me to be creative all the time and instantly know what to create and how to do it. I think that’s a bit of a misconception.
People want change to happen instantly — and the closest we can get to that is by delivering the right information, at the right time, in the right way. That’s exactly what my award-winning project is about. In the end, it’s all about communication.
I'm working on my portfolio — thepolfolio.com — and I'm excited about how it's coming together.
The ones I created for foreign brands and clients. It still surprises me that people who don’t speak my language trust and value my work just by seeing what I’ve made with my hands.
I’d love to see design become more visible and better understood — especially in places where the profession still hasn’t fully taken root. That way, more creatives from around the world can step in.
It’s hard not to think about artificial intelligence right now. I believe designers will learn to use AI as a tool to create unique and meaningful work.
It depends on the type of project, but usually I spend 1 to 2 weeks on research and concept development, and another 2 to 3 weeks designing.
I always start by researching and conceptualizing.
In my family, the Martínez, everything starts with study and hard work — that’s the only way forward. My father told me that during my third semester at university, and I’ve carried it with me ever since.
I think the most powerful and eye-catching work happens when trends are adapted into design — creating something unique that’s never been seen before.
Technology is a tool — a powerful one — that helps speed up and enhance the creative process.
My computer, my iPad, and my stylus — those are my main tools.
They bring the design to life. They give it identity, mood, and emotion.
I wish people asked more about what led me to each idea — the thought process behind every concept.
My first reaction is usually “DAAAMN.” Then I immediately wonder how it was made.
I don’t have a specific design partner right now, but I strongly believe that two minds think better than one. I’m lucky to have talented friends and former classmates I can turn to depending on the project.
My colleagues and the professionals I’ve worked with so far — each one of them has shaped the way I think and create.
I’ve read a few design books, but the ones that stayed with me were Principles of Form and Design by Wucius Wong and several books on concept art.
By studying and observing the best, learning from their process, and trying to understand what makes their work stand out.
I’d love to talk with J. Cole — he’s my favorite artist — and also with Tyler, the Creator. Even though I’m not that deep into music, I know their creative minds could help me bring my ideas to life in new ways.
I don’t feel famous yet. To me, it’s more like a reminder — proof that I can achieve what I set my mind to. Sometimes I need that reminder, because I tend to forget.
I don’t have a favorite color. My favorite place is my parents’ bed back in Huancayo. Favorite food? My mom’s Lomo Saltado. I love spring, and my favorite object is a Spider-Man bracelet I got as a graduation gift. Right now, my favorite brand is Nike.
At a family party in my hometown (where not everyone knows what being a designer means), an uncle was giving a speech and said: “Our grandparents built this with no education — now we have doctors, lawyers, engineers in the family…”
Right at that moment, I shouted out loud: “Designers!” and everyone turned to see who said that. I looked around and said, “Who said that?”
My cousins and I couldn’t stop laughing — because honestly, even today, most of my extended family has no idea what I do.
Right at that moment, I shouted out loud: “Designers!” and everyone turned to see who said that. I looked around and said, “Who said that?”
My cousins and I couldn’t stop laughing — because honestly, even today, most of my extended family has no idea what I do.
Waking up early, having everything organized before I start working, getting some exercise in, and eating a good breakfast — that sets the tone for a great day.
Not really. No one in my family even knew what a designer was. But they did know I had a talent for drawing and expressing myself through art. My mom once told me, “I wouldn’t have spent so much money on markers and colored pencils if you weren’t good at it.”
I think artificial intelligence will have reached an almost perfect state — it’ll be present in every aspect of our lives. I really hope every professional learns how to adapt and use AI as a tool to help build a better world. Something like the video game Detroit: Become Human — but without the sad and violent parts.
I don’t think I have fans yet, but I’m deeply thankful to everyone who’s been part of my personal and professional growth. This is all dedicated to my family — especially my parents and my brother. They’re my tripod.
Designer Interview
7 August 2025
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.
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.
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.
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.
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.
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.
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.
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.
The concept and the research. The visual part becomes much easier once I fully understand what I’m creating and why.
All of them. My emotions often shape the tone and communication style of each design. It depends entirely on how I’m feeling.
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.”
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.
I focus on what the design communicates—its tone and message—and whether that aligns with the project’s goals.
To communicate effectively in a way that helps people better understand the products and services they interact with.
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.
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.
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.
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.
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.
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.
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.
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.
My computer, my iPad, my sketchbook, my desk, and my headphones.
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.
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.
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.”
Always research before creating.
Being able to express your ideas clearly—with a pencil and paper, through writing or drawing.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
They can reach me on Instagram: @pauljoshua_07 or through my website: thepolfolio.com
I think everything important has been covered. Thank you!