Friedland studied Architecture at the University of Witwatersrand, Johannesburg, before embarking on a successful career as an Architect. Since 2000, he has focused increasingly on fine art and drawing; using techniques similar to those he employed as an Architect but, freed from the parameters of a brief, he creates work about his interests, places he visits and people he meets.
Friedland's pared-down blueprint-style images start as small detailed sketches which he breaks down, isolating important lines within the drawing. The simplified image is then drawn on a larger scale using the three natural arcs of his arm to create accurate smooth sweeping lines. Finally, Friedland intuitively selects a colour before transferring the image to a screen for printing. The result is striking work in vibrant colour that instantly attracts the eye.