Cole Friedman shared their story and experiences with us recently and you can find 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: Have you ever been glad you didn’t act fast?
Quite the opposite. I’m usually bummed I didn’t act sooner. For me, perfection was always the biggest roadblock to starting. I spent years chasing an idea of “perfect” that doesn’t even exist, and it wasn’t until I embraced “done is better than perfect” that my business really started to thrive.
Not everything you create is going to be a homerun. Most of it won’t be. But every so-called failure is just another stepping stone that gets you closer to success. That’s why I’d rather live by the mindset “better to ask for forgiveness than permission.” Don’t wait for approval, because while you’re hesitating, someone else is already doing it, and they’ll always be a step ahead.
If not now, when?
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Cole Friedman, the designer behind ColeFDesign. I help brands stand out through logos, mascots, apparel graphics, and full identities. Basically, the stuff that makes people want to wear, share, and rally around your brand. I first got started running my own surf/skate brand back in high school, which eventually led to working with names like Hurley, Element Skateboards, and O’Neill.
What makes my work unique is that I don’t try to be for everyone, because a brand for everyone is a brand for no one. I focus on helping my clients connect with their niche audience, the people who will become ride-or-dies for their brand. You may have also seen me on my podcast Pentool Pals, where I highlighted other creatives and their stories.
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.
Amazing, so let’s take a moment to go back in time. What’s a moment that really shaped how you see the world?
As an artist, my goal has always been to get my work seen. Early on, that meant cranking out as many t-shirts as I could and getting them on the backs of local friends to serve as walking billboards for my designs. At the time, I thought that was the only way to spread my art. Then Instagram dropped in 2010, and suddenly the game changed.
For creatives everywhere, social media became this crazy tool to connect, share, and show off. For me though, it was intimidating. Seeing “the competition” made me feel behind, not good enough, like there were too many people already doing it. But the question I eventually had to flip it to was: “Why not me?”
Once I finally started my art page, it grew quickly. That work I once only imagined being seen locally was suddenly reaching people worldwide. Social media didn’t just grow my business, it reshaped my mindset. Because at the end of the day, there’s always a gap between the work we admire and the work we can personally create. The only way to close that gap is to keep pushing, keep learning, and keep growing… until one day, you’re the person others are looking up to.
If you could say one kind thing to your younger self, what would it be?
“Everything you want is on the other side of cringe.”
As a kid, my creativity wasn’t celebrated. I was the dorky misfit who got made fun of for making dumb videos to promote my art, apparel, or whatever fun idea I was running with at the time. I cared way too much about what people thought, and for a while it suppressed my excitement to share what I loved.
What I didn’t realize then was that the very things I got teased for (the art, the videos, the creativity) would end up being the most celebrated parts of my life and career.
As a kid, it’s hard to see life beyond recess, but if I could go back, I’d tell myself this: Everyone else is already taken, so just be yourself.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
One of the biggest lies is that “good work speaks for itself.” It doesn’t. If you don’t know how to communicate your value, sell your ideas, and get buy-in, your work might never leave your artboard.
Another lie is that design has to appeal to everyone. But the truth is, a brand for everyone is a brand for no one. The strongest brands are the ones that speak directly to their people, their niche, and don’t water themselves down trying to please the masses.
Then there’s the scarcity myth: “There’s not enough work to go around.” That mindset keeps creatives competing in the wrong way. The reality is, every business in the world needs design. There’s an abundance of opportunity, you just have to position yourself where your work and your voice connect with the right audience.
Another dangerous lie is: “You’re not good enough to charge what you charge.” That one creeps in with imposter syndrome. The truth is, pricing isn’t just about talent, it’s about the value you bring, the process you’ve built, and the outcomes your clients get. If your work helps a business grow, it pays for itself.
Okay, so let’s keep going with one more question that means a lot to us: What is the story you hope people tell about you when you’re gone?
I hope my greatest accomplishment, the one truly worthy of a legacy, is still ahead of me. Every day I try to grow, get better, and enjoy the ride. Graphic design doesn’t have to be everything, but for me it’s been an outlet to create and a way to live with purpose.
The amazing thing about art is that it outlives us. Long after I’m gone, the work I’ve created will still exist, pieces of me carried forward. My hope is to leave behind designs that people can enjoy for generations. And if I can create even one brand that the world remembers and connects with, then I’ll know I fulfilled my purpose as a designer.
Contact Info:
- Website: https://www.colefdesign.com
- Instagram: https://www.instagram.com/colefdesign/
- Other: tik tok: https://www.tiktok.com/@colefdesign
