Paul is a graphic designer, art director, and creative leader based in Berlin. His work sits at the intersection of stories and systems, combining artistic curiosity with creative strategy and a deep understanding of commercial design. With over 20 years of experience, he has shaped brand identities, design systems, and global campaigns across TV, digital, physical, and print media and led cross-disciplinary teams to create distinctive, seamless and memorable work across channels and cultures. His career spans agencies such as Saatchi & Saatchi, Ogilvy & Mather and Wunderman Thompson, where he developed campaigns for brands including 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-centred storytelling.

Currently Head of Design at HelloFresh, he focuses on building dynamic design systems and shaping visual narratives rooted in brand strategy, bringing together ideas across creative disciplines to craft stories that connect.

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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2026 Paul Dersidan