Minimalist enthusiasts, meet Artur Zherdetskii, who relishes the elegant, evocative power of the simplest design elements. “If you can create a dot that tells a story, you’ve done a great job,” says the Porto-based designer, who specializes in telling brand stories through clean, sophisticated line icons. It’s a fitting career path for Artur, whose love of design sprung from a love of storytelling. We recently spoke to him about his childhood love of drawing and writing, life as a freelancer and his complicated feelings about AI.
Name: Artur Zherdetskii
99designs handle: arturzherd
Location: Porto, Portugal
Specialty: Logo and branding
Hi Artur! Tell us about yourself.
My name is Artur Zherdetskii, and I’ve been a freelance graphic designer for the past seven years. I was born in cold Russia, but for the past few years, I’ve been lucky enough to live in sunny Portugal!
What’s it like where you live?
Funny thing is, I’ve never felt as cold as I do here — the Atlantic wind chills you to the bone! But I love it here anyway. The vibrant culture and beautiful landscapes are incredibly inspiring for my work.
Were you always a creative kid?
It all started with stories. As far back as I can remember, I’ve always loved them. Whether it was a story my grandma told me or a story I heard in the news, there was something special about them — each story painted a picture in my mind and came alive. Every time I heard one, I immediately thought, “What if the story took another turn?” And so I started creating these “what if” stories through drawing and writing.
So, how did you turn your love of storytelling into a graphic design career?
It was a practical decision. I wanted to be creative but had heard a thousand and one stories about artists who struggled to make a living.
I didn’t want to live with my mother till my 50s, so I searched for a way to be helpful to others while being creative. That’s how I met graphic design. I never went to university to study it — I’m 100 percent self-taught.
Design is an industry where you need to learn new things every day, and studying is one thing that never hurts, whether it’s a university, book or YouTube channel. Plus, being self-taught has given me a unique perspective and approach that sets my work apart.
How has being self-taught changed your perspective? Has it affected your career?
It makes you more independent and disciplined. Unlike university students, who often accept professors’ words without question due to their authority, you actively seek various resources to form your opinions. Self-teaching encourages critical thinking and independence. It helps you think beyond traditional academic frames and prepares you for the real world. Without relying on others, you develop unique habits and style. This independence allows your work to showcase your vision.
Tell me about working as a freelance graphic designer. What’s great, and what’s not so great? I like being a freelance graphic designer because of the freedom it gives you. You run your own micro-business, which is both the best and worst part. You can’t focus only on what you like — you have to share, promote, network and more, more, more.
I enjoy the variety of projects and clients I get to work with, but managing all the administrative tasks can be challenging.
What inspired you to join 99designs?
It’s one of the biggest graphic design communities where you can share experiences and grow. Being able to see what other designers do and talk to them is very important for freelancing to understand where the industry is heading.
What’s the experience been like?
I joined 99designs as a designer with basic knowledge, and the platform kind of changed my design world. There are so many talented designers and useful, interesting blog posts. It was like a snowball effect. The feedback I received helped me refine my skills and broaden my understanding of design trends and client needs.
You create a lot of minimalist line icons for brands (like the ones in your profile banner!). Can you describe your overall design style?
I love how something small can mean so much. For me, that’s almost the definition of logo design. If you can create a dot that tells a story, you’ve done a great job. The way a few simple lines can create an elegant image that catches your eye is magnificent. Design shouldn’t be complicated, and neither should life.
What type of clients do you typically work for?
Usually, I work with small businesses and startups that share my vision of “less is more.”
What’s your favorite project you’ve worked on?
The next project is always my favorite! It’s very difficult to choose, but some of my favorites are the Jetsun logo, the Therapybarn logo and the double-headed eagle logo.
Do you have a dream project or a brand you’ve always wanted to work for?
Honestly, I’ve never thought about it. Maybe The New Yorker — it would be really cool to create a cover for them, though I’m not sure my illustration style fits theirs.
What are your tips for other designers using the platform?
Consistency is key, and remember that as a graphic design freelancer, you have to be not only a designer but also a PR manager, sales manager, etc. Invest time in learning these skills. Building a strong personal brand and maintaining good client relationships are crucial.
What’s the best overall design tip you’ve ever received?
Learn the grid system. It helps in creating balanced and harmonious designs.
How are you feeling about the development of generative AI in design? How do you see it affecting the design industry?
I want to be optimistic about it, but I’m sorry, I can’t. I believe we might lose the sense of life. It’s not just the graphic design industry I worry about, but the world itself. In a few years, it could be hard to tell if you’re talking to a real human or AI. And there’s a good chance that we would prefer to talk to AI because it would say whatever we want to hear. Companies behind AI could manipulate our decisions with years of information about our lives. Robots might be able to do any intellectual job better than humans. Where is the place for us in a world like this? It’s important to keep AI under control because it has already significantly impacted our lives in just a few years.
That said, I don’t see any reason to stop developing AI because, in some ways, it can make our lives much better. We just have to be smarter when using it. Right now, we are not smart enough.
What advice, then, do you have for people thinking about pursuing graphic design?
I would say to keep design as a hobby and consider changing fields to data analysis or AI maintenance. But if you still want to pursue graphic design after reading this, go for it — if you want something badly enough, you can achieve it.
Speaking of the creative process, do you listen to any music when working? What helps you stay focused?
There are many musicians I’m grateful for. Here are a few: Leonard Cohen, Augusta, Daughter, The Animals, The National, Cigarettes After Sex, Angus and Julia Stone, Bebe Stockwell, Lera Lynn, Dead Man’s Bones, Ben Howard, Tom Waits, Rainbow Kitten Surprise, Bukahara, Gogol Bordello, Sad Matters, The Velvet Underground, Mac Miller.
I also like working late at night when the city is asleep. It’s just you, your laptop and music in your headphones. Perfect trio.
And what do you like to do when you’re not working?
I enjoy writing, playing music, running, watching movies, spending time with friends, and taking walks by myself. It sounds like a standard creative person’s kit, except for the running!
Where can people find you or learn more about your work?
My girlfriend, Sofia Gazarian (who also works on 99designs), and I are working on our own logo & brand agency, Logotypely. You can also find me on Behance and Instagram. I promise to be more active there from now on!
Love Artur’s work?
Invite him to work on your next project now.
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