Heyyy, Creative Directress: with Verònica Fuerte

0:00Design Matters, I saw her once do it live and it was like watching Picasso paint. Like she just is so like an expert at just kind of painting this beautiful narrative from beginning to end. It was it was masterful. Yeah. I think Debbie, she's the master of the universe. She's been doing it. She's been doing it for. I don't know how many years. She invented it. Yeah. She did. She did. Maybe that's true. She was on the first wave. She's the first one. Very, very first wave. Yeah. Yeah. Yeah. I don't know how many people she interviewed. Like thousands. Yeah. It was wild for me. Like, obviously, I've listened to Design Matters a ton, but I've never, like, seeing it live was kind of something different for me.

0:42I don't know why, but it just, and maybe it's because we do this show and there's sort of minimal prep. Yeah. To see someone that's really doing it. Yeah, but I think life could be fun, no? I mean, with people and, I don't know. Yeah, have you ever done it live? No, never. I mean, we did the store, like live events, but not recorded. Nothing like that. Like, okay, people there. I don't think they're ever, I don't think live podcasts are ever good. Maybe next season you can make it live. I personally don't want to. Yeah, it's more easy like that. Oh, yeah. Yeah. No, I do like a live, like hangout.

1:24Like if people want to come and hang out, we can do that. but we're not doing like a live recording. What do you mean people can come hang out? Just like fill these chairs over here? I don't know. Like if people wanted, we could say, oh, we're going to go here. Maybe it's an idea. And if people want to come hang out and give us flowers and stuff, they can. Oh, just like sit in the background. I like that idea. Or maybe here. Yeah, just like Steve. Yeah, just Steve comes. And he's like, I was here for the Veronica episode. Hi, Steve. Yeah, and he doesn't get a microphone. Who are you? He just enjoys the show.

1:57Yeah, we could line them all up. Yeah, yeah, yeah. I mean, I guess we could do it live in that fashion, but I'm not very interested. I'm not sure about that. No, no, no. It's a hot idea. I think Debbie has done her episode not just live, but also in front of her students because she does edit the master's program. Yes. So she has like 25 people or so listening outside. Taking notes. Yeah. So that's kind of what we have. I mean, we have the eight or so, six people behind the wall here. Behind the wall. Yeah. On their headphones, not listening to this episode. They love it. They are listening. They love the live podcast energy.

2:36I would love it too. Yeah, Kevin. Except you have to be on the show.

2:45Three, two, one. Kevin.

2:50What's up? You got the memo about the cool shirts. Yep. We have a very special guest. That's why we got to wear our coolest shirts. We got to get dressed up for button downs. Cool shirts, yes. I've actually had this shirt, not to make this about me, for a very long time. No way, me too. Really? Yeah. And I never wear it. Do you not wear that shirt? Dude, I wore it to dinner last night. Oh. And I really like it was like a rediscovery. Wow. I was like, whoa, I forgot about it. This is one of those shirts for me where I put it on every time and I'm like, I hate it. I just don't like I bought it. It was like one of those like, you know, I was influenced by throwing fits and I just like just bought it randomly on a whim.

3:25And then every time I put it on, I'm like, no, no, no, no, not today. But today's the day because we have a very special guest in the house. Veronica Forte is a designer, illustrator, international superstar, and creative directress from Barcelona, Spain. In 2007, she founded Hay, a global favorite known for its fearless use of color, bold minimalism, and work that makes me and many other people feel very happy. Hayes, the number five most popular design studio as voted by their peers by Creative Boom. Congratulations. Thank you. Welcome to the show, Veronica. Thank you. Thank you for inviting me.

4:03We've never had a creative directress before. Did you invent that term? Is that a Veronica original? No, I think I saw in someone's title, but I don't know who. Many years ago. And I said it was not creative related. Another field. And I said, okay, I like this. I want the same for me. Okay, great. Yeah, no, I think this should catch on. It's a great title. Yeah, no, it really sets the tone. You also have a podcast yourself, Women at Work. Yes. And you also have Hey, the Shop. Yes, many things. You have many. Too many things. Too many things. But you're taking time from your busy schedule to be here with us.

4:44Yes. And we appreciate it. Take us back to 2007. Wow. 18 years ago. Actually, this Saturday is 18 years ago. Are you throwing a party? Are you going to... No, no party. Are you going to have a glass of champagne? I think because Friday I have an anniversary of a friend. Okay. So maybe at the same party we celebrate something. Okay. Do you celebrate each year? No, no, no. I just I create a post and I and I write some words about the history a little bit okay nostalgic yeah so I think I have something on my mind to write yeah and you like to look back a little bit yes I think it's it's nice it's like I don't think like a lot about that but I think it's an important year to celebrate it I mean 18 years is a lot That's a ton, yeah.

5:42Yeah, so I think it's good to make a remembering about that. So in the beginning, it was just you and a design-tress, not yet a creative directress, and you were just, I imagine, working by yourself, freelancing at home? Yeah, at home. And so when did the idea of doing hay and sort of starting to, you know, sort of bring in other people, and how did that happen? I think I always wanted to have my own studio or my own thing, whatever. But when I was at the university, I noticed that I had a very specific style that I tried to show, like colors, like simplicity, these kind of things, in a very different way like that now.

6:30And then after uni, I worked in different studios in Barcelona. and I decided, okay, I want to have my own thing, but I need to learn from others first. So that's the reason I work in other studios. And I think I was, yeah, I was 27 and I just said, okay, now maybe it's a moment. I had just one client, not enough, but I had a lot of energy to make it happen. Yeah, for sure. And you always had the sort of bold, colorful style. Was that something that you had in college? Where did that come from? Yeah, I think it's super personal insight. I mean, I don't have the answer of that. I think when I see the work I did at the uni, of course, I don't like it now from the eyes of now, but I see some ingredients that are connected, like colorful a lot, simplicity, geometric style, this kind of things.

7:28And I see, okay, this is the style, but of course I needed time to make it better, evolution. Yeah, it was there. Yesterday you said you were shy. Yes, that's true. And so do you think your work is bold and colorful because it sort of helps you sort of express yourself or be seen in a way that maybe you can't or don't sort of in everyday life? Yeah, I think creativity in a way is a way to escape from many things that happens in your life. Sure. And I think when I was a kid, I always used to paint. Like after school, I went painting school, handmade things. I tried to do all the techniques possible.

8:12Yeah, my mother has many things I did when I was a kid at house. and yes, I think that was what made me feel happy when I was a kid. And it just kind of naturally came out of you and then it came into the work. And when did you start getting noticed for that style or for just the work that you were doing as a studio in the sort of early days? Was there a project or anything that kind of like sort of was the thing that sort of put you guys or kicked in the door? I don't think there's only a project because I remember the first projects at the studio, like 18 years ago. I always tried to inject that kind of ingredients, maybe in another way, less experimental or more easy or flat or whatever, but always was there.

9:08And I felt this is the place I feel safe. And that's the thing. And what were those sort of early, like, you know, you've done beverages, you've done a ton of sort of identity work. Like, what would you say, hey, sort of is kind of the thing that is the through line through a lot of the work that you guys do? I love to do everything. I mean, as designer, I create visual languages. Yes. that you applied everywhere. But the projects I feel more proud or maybe more happy to work on that is the ones that you can touch, the ones that you can feel and like, of course, packaging. Sure. Or product design.

9:52When you do a 360 release project. As far as those like physical products and doing those physical products, 100 % sort of relate to that and that we, you know, packaging is something that we do a lot of here and people sort of sometimes like to say, oh, you guys are a packaging company or those kinds of things. Do you ever think that you guys in any way sort of sometimes people say, you guys do that sort of bold, colorful minimalism, you know, sort of, do they come to you for that style? Do they come in wanting that? Or do people sort of come in saying, hey, we just want to work with Veronica and her amazing team and sort of like, we'll see what happens from there.

10:30I think because the style is so specific now, like many years ago, yeah, they contact us because of the style. They want this, what you said. Yeah, they want it. This is exactly what you said. Yeah, they want it. Yeah, they want that. And I think it's normally when you see one project, people and clients ask for the same. Sure. And sometimes you need to, okay, don't do the same always. You need to change a little bit. But yes, that's the thing. How do you think Barcelona influences your work? because when I was in Barcelona for the first time and it's such a vibrant creative community, everyone there is so kind and lovely and yeah, just joyful.

11:14Yeah, people are having fun and it was very startling to me because I'm from New York. But you are having fun. I was having fun. New York. I loved it. I loved it. I was like, why are all these people so happy and nice and like what, you know, just didn't seem to have, you know, a care in the world. And it sort of, in many ways, I was like, oh, this is the Hay style I could see as sort of, you know, in many ways influenced by. I think the city where you live influenced your work in many ways. This is something I believe in that. I mean, if Hay was in London, for example, would be less colorful.

11:57be more dreary yeah yeah yeah lots of gray yeah exactly sand yeah yeah a lot of rain yes i think influence you in a way because there is a character um an attitude of the city but what you say this is i think for sure why are people so happy there like not always happy i think because you were at the off festival yeah that was i've never been to off before you've been many many times it's like you know again it's like uh coachella in your yeah yeah yeah and it's you know to those who haven't been in off barcelona it is a lot like coachella it is a big it's a big festival but it's also a big party and after part there are many things around the festival yeah when did uh sort of you know when did you start kind of going off i i know you do a lot of speaking and sort of uh how how important has off been to kind of uh have that sort of central hub yes i think my first conference at the off was when my daughter was born amazing 14 years ago after a month i was um i i gave birth to nora and it was difficult i and i at the beginning i said i'm not ready because it was just after a month but it was a big opportunity for a studio that it was only four years old you know and i said okay i can't do that and it was not a big stage, a small one.

13:21And also my English was not as good as now. So it was difficult for me that conference. But I think you need to take risks. You need to accept everything you can. Yeah. And off is a very important festival. Yeah. And now you do speaking all over the world, it seems. Are you more comfortable as someone who's shy? Shy? Yeah. I think I always, I'm shy at the beginning, like the first five, 10 minutes. Yeah. You know, you need to see the energy of the people that is there, the audience, because sometimes they are super shy like that, you know, and it's this hard. But I think it's also I tried. It's my work.

14:02So it's easy to explain my work because it's super personal. I did. I know everything. So I'm in my safety place. Yeah. Right before I ever, you know, anytime I do a talk because I'm naturally introverted and shy. People don't believe me when I tell that. I know, I know, I am. And right before I go on stage, literally every time I'm like, why the fuck do I do this? I'm like sweating. I'm nervous. I'm scared. My heart is racing. And then I remind myself I'm literally just going on stage and talking about myself and talking about my work and talking about the things that I do. That should be something I should be comfortable at least.

14:39But it's still scary. It's still scary, yeah. Yeah. Do you still get scared a little? I prefer like talking in my own language in Spanish. It's more natural. I feel more comfortable. I can make jokes, these kind of things that maybe in English I can't. But yes, I think it's part of my work. You know, it's part of my business day. So you need to prepare it super well. I think it's important. Yeah, I couldn't do a talk in any other language. I could barely do it in English. That's the thing. So, but no, it's sort of, you know, obviously as the studio has grown 18, 17 years, 18 Saturday, you know, sort of the recognition and sort of the global attention has come out to Hay.

15:25How do you, you know, sort of talk us through some of that sort of feeling of knowing that like, you know, hundreds of thousands of people are watching or sort of care and love your work? Yes, I don't think about that. Because if I think about that, I am scary, you know. At the end, we are a small studio. I mean, it's like you, you are here, it's your wall, your small wall. And I don't see like more far away in terms of there are so many eyes looking at us. So I try to not think about that because if not, it's difficult to design. Because expectations, if not, are super, super high. That sounds healthy.

16:09Yeah, that sounds really healthy. Have you learned over the years in terms of how to create some of those expectations or boundaries with your work and your team? Talk through some of that because that's something that I was asking for a friend. Yes, I think it's super necessary because at the end, I studied graphic design. You studied? Yes. You need to explain to me your story about that. But another day maybe. But I studied graphic design. Nobody teaches to lead to leadership. Yeah. So, yes, I think through the years, it's training yourself. Sure. And then I think it was seven years ago, maybe I said, okay, I need to have some coach or someone that helps me about that because I don't have the answer.

17:06Yeah. So I contact Melissa, that is my coach, and it's like a business therapy. Yeah. And she's there and she helps me when I have some problems. Yeah. I just started with my coach, shout out to Jamie, about two months ago. So I just started as well. It is really important. And you're right. I think there's not enough design leadership. I've been thinking about this and leading into yesterday's kind of conversation with ADC. Like, how do we help design, not just designers at the beginning of their journey, but designers sort of in the middle of their journey. Yeah. So that they can take that step to director, directress and lead.

17:47And because that is a big jump and no one teaches you. There's no like where to learn anything. No, I think the ones that, I think the best teachers are the ones that make it before. Yeah. I don't know, for example, like yesterday at the board there, because it was a Zoom call as well. So maybe there's people that I would love to talk about that, you know, because maybe they are half, they pass for the same as you and me. Yeah. For those listening home, Veronica and I just joined the Art Directors Club board where we're helping sort of lead the, what's it called? Platform, business. Organization.

18:28Thank you. The organization is a non-for-profit into the future and trying to help designers. And so that's why you're in town. Yes. Amazing. Let's talk about the store. So obviously, you run this business, you've been doing it for 17, 18 years Saturday. When did you decide, okay, I need more jobs? You have a podcast, you do speaking. and you were like, you know what? I need more jobs. Let's open up a store in Barcelona and make our own brand and our own products. Yeah, actually, I always say that it was the first, the very beginning of the studio. Really? Yeah, because when, of course, I only have this one client that I told you and I had plenty of time.

19:14Okay. And then after a year, I hired some, an interest, and didn't enter, came to the studio, and we were, like, growing, but very slowly. But always when we didn't have so many clients, I spent time in creating whatever. Yeah. Illustrations, typeface, experiment, like, having time as creators, we can do anything, you know? So we had these kind of exercises hidden in a box and in a file in a computer. But yes, and I said one day, I think it was 2014, something like that. And I was like, let's do something about that. Take profit. And I opened the online store and it was posters. Very basic design, poster, notebooks, tote bags.

20:06Yeah. And so people started buying them and you were like, maybe I can. So now you have a full line, not just posters, but clothing, bags, hats. Anything. I think because I started a little bit to get bored about prints and posters and the same product, you know. And I wanted more because I love product design. And I said, okay, let's. because I always think that the print you do for a poster, the design, you can apply to other surfaces. For example, a scarf, a blanket, many things. It's the same. It just changes the material. So I started to find suppliers. It was a little bit difficult. Also, it's local production.

20:54And then that's how I started to change my mind in product design. How much time now do you spend between sort of the client work that you guys do and sort of the hey brand? That's always interesting. I think I don't track hours because it's about free. When I have time or maybe I'm less stressed with commercial work, I inject some time there. I'll answer my team. But there is a person that takes care of the store. And that helps me a lot. But maybe, for example, now it's a time that maybe you have more time to inject on the store. And now we are working into new products. And yes, now it's not, it's ups and downs.

21:39Got it. Do you have, are you in any retailers or is it just only through your online shop and then your own? Online and some specific stores. Not a lot. that's the ones that contact us or we think we are aligned with the concept. Is there a product or anything that's your favorite that you've made over the years? I think the key chains. Okay. Yeah, it's something I really like. It's very simple, but it's like a very simple idea that I love. Yeah. Are there any crazy stories? Is there anyone that's like worn hay or like anywhere that you've seen? Hey, do you like go around Barcelona? I see, hey, people wearing it in Brooklyn all the time, like designers, of course.

22:21It's a very iconic sweatshirt. Yeah. Yeah. I think this is very iconic. This is one of my favorites, the red one. Yeah. Yeah. Yes, I think it's super nice when you see your work. It's not just, hey, the store. I mean, also if you see your products, for example, your sodas, whatever. I think I felt very proud, you know? Yes, it's nice. I always say that's one of the greatest drugs on planet Earth is seeing your work in someone's hands. Yes. You know, you're like, you know, someone drinking United Sodas and you're like, oh, yeah, there it is. Yes, I like it. I take a picture. Yeah. But I would imagine even seeing someone wearing hay, though, is something even.

23:01Yeah, it's super nice. Yeah. Because I would love to see a lot of people wearing center on the street. It's nice. I've not yet had that. I think one time I saw someone wear some center or something and someone took a picture of it and sent it to me. I don't know how that happened, but yeah, we always, because we give it, now I know how it happened. We give a center merch to clients as a gift because I aspire to be like you, to have a brand. Your own products. Yeah. But we don't make it, we don't sell it to people. It's not commercial. People have asked for it and I always think that like. It's a lot of work.

23:36It's another line of business. Yeah, it feels like a line that I haven't sort of jumped into yet because it would be challenging, but very rewarding, I would imagine, at the same time. Yeah, a lot. Especially when you want to sort of not be thinking about clients and you have freedom on your own stuff, right? Yeah, this is the good part, of course. Yeah. And so today, you know, sort of 18 years in, is there anything that you're like, dream job still like oh i'm trying to do this type of work i want to do something yeah yeah i think there's always something i want to do i mean as designers i i mean we can work in many different clients different fields categories and this is exciting because every project is new yeah so yeah i would love to do like for example skincare that i love that i had just one opportunity with a client in Barcelona or maybe products that I love to work with products I use in my everyday you know this is something okay I would love to rerun this because whatever and this is something I like I'm gonna do something here that we never do we're just gonna do quick round of fire questions okay just quickly just like yesterday yeah I was thinking about that yeah Kevin uh at this board meeting uh everyone got asked one question which is like what is your proudest moment and then when it was veronica's turn she got a different question he changed he changed the mind and i was no no changed it up on you and i was like thank god that didn't happen to me poor veronica yes you know the shy the shy guy yeah yeah yeah so i'm gonna do something different as well um i guess i'm trained i'm trained inspired by brian we're gonna do a speed round one color for the rest of your life red design pet peeve design sorry pet peeve like what's a trend that you wish would go away that you hate ah this fluid thing no I don't like it you don't like it no no if there was one artist brand celebrity that you that wanted to work with you who would it be dream celebrity a dream celebrity yeah yeah that said Veronica I want to make a skin care brand together oh yeah wow I need to think about that.

25:58Music in the studio. What's typically playing? Oh, a lot of different vibes. Cumbia, Latin music I love. What's your guilty pleasure sort of outside of the design studio? Oh, I sing wine maybe. Wine. Yeah, that's definitely something I experienced in my Barcelona trip. Yeah, how many people ask you for Barcelona recommendations on a weekly basis? Maybe not in a month basis. Maybe one or two. Not as big. That's too bad. Fill in the blank. Designers need more blank in their lives. Blank, what do you mean? Sorry. What do designers need more of? What are they missing? I think purpose, maybe. Purpose.

26:44Yes. Great answer. What's something in your home or studio that brings you instant joy? I think I have like some pictures of a friend near my desk and I sometimes I see these pictures what's a project that you thought you know sort of or an idea that you thought the client would never go with and then they sort of surprised you and they decided to do it yeah we we did an olive oil brand that it was super risky in terms of design because what they had before was horrible and that is uh yeah the client accepted super fast how do you sell in those uh designs that are maybe risky so simple so bold or wow how i said yeah how do you how do you convince someone wow it's um i think i think i try to make a presentation always like making like showing the benefits that this person will get and i sing a lot of psychology wait a lot of phone calls yeah but like what are the benefits like what do you say you're gonna be you're gonna make lots of money you're gonna buy a car and a house you know no no that's kind of any of course it's in there of course yeah no i think it's more about okay your brand is going to be seen many times more i don't know i don't know it's going to be here here you're going to like i we try to to to show the benefits of course it's not our business that yeah but we try to imagine this envision what's a project that didn't get much attention that you secretly love ah yes there is a project a packaging one that I did for my best friend is a jam marmalade and vegetables.

28:35And it is one of my favorite ones. Last question, and I think I know the answer here. If you can only design for print or digital for the rest of your life. Print, yeah. That's it. I'm nostalgic. Yeah. All right, thank you. That's the end of the fire round. Thank you. Yeah, yeah, yeah. We'll stop doing fire round. We tried it. You did great. It's nice, but I only, the one of the celebrity team. Are you ready? There are a lot. Yeah. Who do you got? Maybe after, I don't know. Yeah, I don't know who mine is. I don't know why Dua Lipa went into my head. I don't know why. That's not an answer for me.

29:11Kevin, any questions for Veronica? Yeah, I mean, I got a heavy hitting one here. I know you've talked about this on your podcast. I don't know. How do you think having a child or being a mother has affected your career? like what like what changed yeah it's a good question yeah i think um affects in in everybody that has kids and i think affects me in a positive way to optimize time now it's different because my my daughter is teenager and he she is more like independent but the first years of course you need to optimize time and and it's good because sometimes designers tend to never ending deadlines okay i have time i have more time to explore more time to explore and this finish how do you separate life and and work again asking for a friend uh because you do so many different things and yeah you know i imagine you know 18 years you need to find a way to separate yeah i separate but I always say that when it's your own business, you never, you are working all the time.

30:21Damn it. Like thinking about it. So it never changes. It never changes. No, no, no. And also, I mean, it's part of my work. I love my work. Yeah. Yeah. So it's an impossible thing that I should stop trying to strive for. Maybe if you go to the other side of the wall and these kind of things, you can disconnect a little bit. Okay. I gotta go to the other side of the wall. Side of the wall. You need to travel. It's expensive. Travel. That sounds very far. Yeah. And expensive. It's expensive. So before you got here. Yes. Another thing that's never been done to a guest before is that Kevin bullied you into bringing gifts for us.

31:03Yes. Yeah. I thought it was normal. No, not normal. No. It's never been done before. I know. Which was a surprise to me. But you obliged. Yes. Because you were told to. Yeah, sure. And Kevin told you, said, not only do you come on our podcast, take time from your busy schedule. And I give you away something. And you have to give us something. So you've done that. So what did you bring for us here today? But Kevin didn't say give away. It was, you can bring an object. I said, feel free to bring. No, but I said, okay, let's bring something to give away. Okay, so what did you bring for us? So the first thing is one glasses we did for a brand company.