We’re looking forward to introducing you to Cole Friedman. Check out our conversation below.
Cole, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: Would YOU hire you? Why or why not?
Think of me as that friend who always wants the best for you, because when you look good, I look good. Your success literally makes my portfolio stronger. I want you to be cool, so I can also be cool… like that slightly less cool friend who rode shotgun on your success all through high school. (Still want to work with me after that line? Totally up to you, haha.)
Design can feel like a foreign language if you’ve never been through it, which is why working with someone you trust is key. That trust comes from communication, and I pride myself on being more than just your designer, I’m your teammate and your friend through the entire process.
My strengths are rooted in apparel graphics, logo design, packaging, and full brand identity. I’m great at problem-solving unique ideas, communicating clearly, and telling your story visually in a way that stands out. And above all, I genuinely love the game, baby.
So unless you’re after something boring that blends in with the rest of the market… would I hire me? Absolutely.
Can you briefly introduce yourself and share what makes you or your brand unique?
Hey! I’m Cole Friedman, the graphic designer behind ColeFDesign. I started out launching my own surf/skate brand in high school, which opened the door to designing for names like Hurley, Element Skateboards, and O’Neill. Today I run my own studio focused on logos, mascots, apparel graphics, and full brand identities.
What sets me apart is that my work speaks for itself. I don’t try to be for everyone, because a brand for everyone is a brand for no one. But that niche audience who resonates with you? They’ll be your ride or die. And that’s the same mentality I’ll help you achieve when launching your brand.
Beyond design, I’m a runner, surfer, and proud Southern California native. If you’re up to date on my instagram: @ColeFDesign, you can see me creating new apparel graphics, logos, packaging designs, and probably some super random idea that just popped into my head.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who taught you the most about work?
Who you ask? Experience.
I’ve learned that done is better than perfect, and that’s coming from someone who’s obsessed with perfection. The harsh reality? “Perfect” doesn’t exist. What I thought was perfect five years ago doesn’t even come close to my standards today.
The takeaway? Design, like any project you’re dreaming up, is always changing and improving. But it can’t evolve if you never start. The second I put one foot in front of the other, doors began to open. Some moves I made without realizing were the right ones, while other things I thought I “should be doing” turned out to be wrong. The only way I figured it out was by doing.
So yeah, experience has been my best teacher, and it still is.
Was there ever a time you almost gave up?
Like any job, this one comes with its faults and tough moments. But whenever I feel that way, I remind myself, I’m lucky to draw pictures for a living. The fact that people are willing to pay real money for something I love to do will never go unnoticed.
I know I provide tremendous value to my clients, but not everyone always sees it that way. Early on, I learned that every “bad” client was really just another line in my disclaimer, usually a situation I could’ve communicated better or handled differently. At the end of the day, design feels foreign to most people, and it’s my job as the pro to bridge the gap between their vision, and my professional ability.
Thankfully, these days it’s mostly smooth sailing. And when I do hit a bump, it’s usually just a gentle nudge of why I put the guardrails in place that keep me, and my clients, on the path to success.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. Is the public version of you the real you?
Absolutely. Pretending to be someone else is exhausting. Being yourself is way easier. Plus, nobody does “me” better than me. I use my page as a creative outlet, not just a portfolio. At one point I even started a whole segment called “Dumb Design Ideas” because I think it’s important to put out the kind of work you want to attract.
Okay, so let’s keep going with one more question that means a lot to us: What do you understand deeply that most people don’t?
Sales. It’s the part of design most creatives overlook, because it feels way more fun to sit in a box and make cool things than it does to sell them. But the truth is, if you can’t communicate and convey your value, you’re selling yourself short. That skill didn’t come naturally for me, but over time I realized there’s just a few key things that can help you close your next deal.
Here are three big ones that changed the game for me:
Objections aren’t rejection. When someone pushes back on price or timing, it’s not a “no,” Handle objections as questions, not roadblocks.
Never let the conversation die. If a client says, “I need time to think about it,” the move is always to schedule the next call on the spot. That way, the dialogue keeps momentum and doesn’t fade away.
Sell the outcome, not the deliverable. People don’t just want a logo, they want what that logo brings them: credibility, recognition, growth. Position your work as a solution to their bigger goals, not just pixels on a screen.
Most creatives treat sales like a dirty word, but in reality, it’s the bridge between your ideas and someone else’s business thriving.
Contact Info:
- Website: https://www.colefdesign.com
- Instagram: https://www.instagram.com/colefdesign/
- Youtube: https://www.youtube.com/@PentoolPalsPodcast
- Other: https://www.tiktok.com/@colefdesign
Image Credits
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