Paul is a graphic designer and art director living in Berlin. His approach combines artistic curiosity with a deep understanding of commercial design. For Paul, design is where stories and systems meet. With over 20 years of experience, he has developed brand identities, design systems and campaigns across digital, physical, and print media. His career spanned agencies like Saatchi & Saatchi, Ogilvy & Mather and VML where he worked on campaigns for brands like Coca-Cola, Eucerin, Heineken, Kaspersky, Orange, Philips, Mini, Nivea.

He also co-founded Blau, a design studio in Bucharest, helping local clients connect with audiences through human-centered storytelling. He currently works as Head of Design at HelloFresh, where he specializes in building dynamic design systems and telling meaningful visual narratives rooted in brand strategy.

Outside of his professional work, Paul pursues personal projects that explore the intersection of digital and physical media. From books, stamps, and apparel to video art, typefaces, and illustrations, his self-initiated work experiments with form and function. His projects have been exhibited in Bucharest, Berlin, Chicago, Torino, Stockholm, Vienna. He was featured in Creative Review, Dezeen, Étapes, The Dieline, Wallpaper.

Features

Abduzeedo • Adc Ro • Amural • Artivist • Cmfc • Creative Review • Crome Yellow • Design For Mankind • Dezeen • Dirty Mouse • E-flux • Étapes • Feeder • Folt • Graphic Art • Graphic Days Torino • Hype For Type • Internetics • Iqads • Kuvva • MyFonts • NeverLazy Magazine • Packaging Of The World • Omagiu • Pixelsurgeon • Romanian Design Week • Scena9 • Stockholm Design Week • The Dieline • The Drum • The Institute • Trouge • Typism • Vice • Vienna Design Week • Visual Playground • Wallpaper

Contact

Behance • Email • Instagram • Linkedin • Tumblr

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2025 Paul Dersidan