Paul Joshua Martinez Calderon

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Paul Joshua Martinez Calderon ("PJMC") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

PJMC : 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.

DL: What motivates you to design in general, why did you become a designer?

PJMC : 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.

DL: Did you choose to become a designer, or you were forced to become one?

PJMC : 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.

DL: What do you design, what type of designs do you wish to design more of?

PJMC : I’d love to design more projects where I can blend traditional design with illustration — combining both disciplines into a cohesive creative process.

DL: What should young designers do to become a design legend like you?

PJMC : 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.

DL: What distinguishes between a good designer and a great designer?

PJMC : 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.

DL: What makes a good design a really good design, how do you evaluate good design?

PJMC : When a design solves a need while also generating an emotional or cultural impact. A great design not only works—it resonates.

DL: What is the value of good design? Why should everyone invest in good design?

PJMC : 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.

DL: What would you design and who would you design for if you had the time?

PJMC : 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.

DL: What is the dream project you haven’t yet had time to realize?

PJMC : 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.

DL: What is your secret recipe of success in design, what is your secret ingredient?

PJMC : 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.

DL: Who are some other design masters and legends you get inspired from?

PJMC : 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.

DL: What are your favorite designs by other designers, why do you like them?

PJMC : 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.

DL: What is your greatest design, which aspects of that design makes you think it is great?

PJMC : 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.

DL: How could people improve themselves to be better designers, what did you do?

PJMC : Create like a 10-year-old and study like a specialized doctor. That balance between curiosity and discipline made all the difference for me.

DL: If you hadn’t become a designer, what would you have done?

PJMC : 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.

DL: How do you define design, what is design for you?

PJMC : 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.

DL: Who helped you to reach these heights, who was your biggest supporter?

PJMC : 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.

DL: What helped you to become a great designer?

PJMC : Dedication and a passion for becoming better every day. Discipline and consistency — even if it's still a challenge for me.

DL: What were the obstacles you faced before becoming a design master?

PJMC : 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.

DL: How do you think designers should present their work?

PJMC : 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.

DL: What’s your next design project, what should we expect from you in future?

PJMC : 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.

DL: What’s your ultimate goal as a designer?

PJMC : 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.

DL: What people expect from an esteemed designer such as yourself?

PJMC : 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.

DL: How does design help create a better society?

PJMC : 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.

DL: What are you currently working on that you are especially excited about?

PJMC : I'm working on my portfolio — thepolfolio.com — and I'm excited about how it's coming together.

DL: Which design projects gave you the most satisfaction, why?

PJMC : 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.

DL: What would you like to see changed in design industry in the coming years?

PJMC : 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.

DL: Where do you think the design field is headed next?

PJMC : 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.

DL: How long does it take you to finalize a design project?

PJMC : 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.

DL: When you have a new design project, where do you start?

PJMC : I always start by researching and conceptualizing.

DL: What is your life motto as a designer?

PJMC : 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.

DL: Do you think design sets the trends or trends set the designs?

PJMC : 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.

DL: What is the role of technology when you design?

PJMC : Technology is a tool — a powerful one — that helps speed up and enhance the creative process.

DL: What kind of design software and equipment do you use in your work?

PJMC : My computer, my iPad, and my stylus — those are my main tools.

DL: What is the role of the color, materials and ambient in design?

PJMC : They bring the design to life. They give it identity, mood, and emotion.

DL: What do you wish people to ask about your design?

PJMC : I wish people asked more about what led me to each idea — the thought process behind every concept.

DL: When you see a new great design or product what comes into your mind?

PJMC : My first reaction is usually “DAAAMN.” Then I immediately wonder how it was made.

DL: Who is your ideal design partner? Do you believe in co-design?

PJMC : 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.

DL: Which people you interacted had the most influence on your design?

PJMC : My colleagues and the professionals I’ve worked with so far — each one of them has shaped the way I think and create.

DL: Which books you read had the most effect on your design?

PJMC : 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.

DL: How did you develop your skills as a master designer?

PJMC : By studying and observing the best, learning from their process, and trying to understand what makes their work stand out.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

PJMC : 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.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

PJMC : 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.

DL: What is your favorite color, place, food, season, thing and brand?

PJMC : 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.

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

PJMC : 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.

DL: What makes your day great as a designer, how do you motivate yourself?

PJMC : 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.

DL: When you were a little child, was it obvious that you would become a great designer?

PJMC : 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.”

DL: What do you think about future; what do you see will happen in thousand years from now?

PJMC : 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.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

PJMC : 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.