Andre Edfan didn’t set out to become a designer—it just happened. From a degree in advertising to founding studio yord, his path has been fluid, instinctive, and rooted in curiosity. Alongside his love of design is a lifelong passion for teaching: simplifying complex ideas and helping others make sense of the world. For Andre, design is listening, and listening is a form of respect.
Can you tell us a little about your first few steps in your career. Was there a moment or experience when you realised this was what you'd do as a career?
I never encounter a moment of revelation that I take design as something i would do for a lifetime. It just flow naturally. Graduated from an advertising undergraduate program, taking the first job as as the first graphic designer in a brand studio called Brand Kraft, then proceed to become an independent due to increasing demand in freelance works, calling my friends to help in finishing the work, and all of sudden i have team, and then a studio called studio yord.
But what i know for sure, even from before i started my career as a creative, i really like to teach. Dechipiring complex things into something people can understand and relates to have been my passion from the very start. In fact, believe it or not, my first job is a mathemathics tutor for highschoolers.
What lessons from your career have most shaped your style and approach?
I've dealt with a lot kinds of clients. Some very respecting, some rude, some really want to test everything, some take decisions with their gut feelings.
Good design can only thrive in an ecosystem of mutual respect. Therefore, ask the right questions.
Tell us about the core values or philosophies that guide your creative practice.
Fun & respect. I always think ways to make people feel happy, being understood, and respected when they interacted with my design. While this may sound a bit abstract, but it really is simple.
And respect. Mean you really is consider the audience aspirations, expectations, and needs. That's why i always see design as a way to listen. Because, before you design, you should always start with listening. Or else, you don't respect, it's just your ego shaping the design.
What needs to change, so emerging and under-represented creative professionals have more opportunity, are seen and heard?
There should always be a collective effort from both the emerging talents and those who have already shaped the industry.
Yet, what's need to be done by the ones who already "there" in the industry are to think more about how the profesion itself sustain. They need to always think about passing the baton. This can be done with many ways, the simplest one: always includes a junior in the process.
I also hope profesionals who really have power in the industry, don't just do business. Be aware of their significance and please pull some strings to shift the industry to a better light. You guys are the role model, not some rock stars.
How important is it that creative professionals find their unique voice?
It's important to know who you are and even important: who you're not. It's easy to wanting to be as good in typography like Eric Hu, or a terrific motion designer like Connor Campbel.
A little hint: your life story is what set you appart from the mass.
Looking ahead, what do you think are the key factors that will influence change for creative professionals?
Asking the right questions, and courage to take the right decision, even the contrarian ones.
How much does your city influence your work?
It's shape my life story, so it really influence my work.
Design is a way to problem solve, so my designs are ways to solve problems my city have.
How much does your culture influence your work?
As a chinese-indonesian, i feel like i really lacking in culture. Chinese but don't speak chinese, indonesian but not in touch with the traditional culture of indonesia and its history.
I've spent my lifetime just to fit in. And maybe, that's why listening and understandings things become my super power.
Tell us some of your favourite, creative professionals and inspiring places in your city!
- Studio Woork, currently the best one for me.
- Jordan, jordan edition, a good friend of mine, crazy editorial works, his passion for types and grids are infectious.
What should emerging creative professionals keep in mind as they begin their design career?
Don't try to dictate or niche-down your career early on. Just open yourself to possibilities, from there you will understand yourself a little better. Design works as a mirror in your early carreer, so the goal is always to try understand yourself better and better.
Only until then, you can start to niche down.
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