From Briefs to Breakthroughs: Lessons from Behind the Design
By Zherdel Drozle Fresco
With Randy Ortiz
Interning at Plume Design House was more than just a requirement; it was a transformative journey that sharpened my skills and reshaped my perspective on what it means to design with purpose.
Our internship began with building the brand guidelines for the company. At first, this seemed like just another project, but I quickly realized that it was the foundation of everything we would do after. This exercise taught me the importance of consistency and clarity in brand identity. From those guidelines, we were able to design cohesive assets like the company’s email signature, business cards, social media templates, client presentation deck, and even the website this reflection is being published. Every design decision was rooted in strategy, not just style, a lesson I’ll carry with me moving forward.
But beyond the technical and aesthetic skills, what I really learned in this internship was how to communicate. Not just with the team, but through the work itself. Design isn’t only about making things look beautiful; it’s about making things understandable, functional, and emotionally resonant. This realization became even more meaningful after meeting two creative visionaries during our internship: renowned Filipino fashion designer Randy Ortiz and the Sinematika/Pod Network director. Hearing their stories and creative processes made me see that great design often begins not just with a concept, but with heart. They reminded us that when you create, you aren’t just decorating, you’re connecting. You’re crafting something that real people will see, use, and feel.
The Plume Team with Ms. Kathryn Yap and Sinematika/Pod Network Director
Of course, none of this learning would have been possible without the invaluable guidance we received throughout the internship. Ms. Kathryn Yap was an incredible mentor who made the entire process feel less daunting and more collaborative. Her thoughtful feedback and unwavering support helped us grow, refine our skills, and gain confidence in our work. We’re also deeply grateful to Ms. Kam Ponce, Managing Director, and Ms. Maylyn Cruz, Design Director of Plume Design House. Thank you for trusting us, encouraging our creativity, and giving us the space to explore, experiment, and even make mistakes. Your belief in us was truly empowering and made this experience all the more meaningful and memorable.
This internship taught me how much design impacts people. It gave me the hands-on experience I needed, and more importantly, it gave me a better understanding of how to create with both intention and empathy. As I move forward in my design career, I’ll carry these lessons with me: to listen deeply, design clearly, and always create with heart.