From her earliest memories, Verònica Fuerte has been guided by a relentless creative impulse. As a child, she immersed herself in painting, often spending hours after school lost in brushstrokes and colors. These quiet moments formed the genesis of what would become a lifelong commitment to visual storytelling. Though she initially dreamed of studying cinema, a limited intake at Barcelona’s only film school led her to pursue design instead. That pivot—rooted in practicality—quickly revealed itself to be serendipitous. Design became not only a career but an intrinsic part of who she is.
This unanticipated turn into the world of visual communication shaped her entire trajectory, merging intuition with education and laying the groundwork for one of Spain's most recognizable independent studios: Hey. The seeds planted during her youth would later grow into a practice built on intentional simplicity, visual clarity, and a joyfully bold aesthetic.
Unfolding a Creative Identity Through Design Education
When Verònica Fuerte stepped into university life, she carried with her a deep-rooted curiosity but limited exposure to the professional design landscape. What she did possess, however, was a genuine enthusiasm for artistic expression, having spent her childhood surrounded by paints, sketchbooks, and moments of intuitive creativity. Her formal academic journey began without a pre-defined destination, but what she discovered through her design education reshaped her future.
The curriculum in her first year offered a sweeping panorama of visual disciplines—ranging from spatial and interior design to industrial aesthetics and product ideation. This broad approach provided a fertile playground for creative exploration, encouraging students to experiment, cross boundaries, and unearth their own creative rhythm. But it wasn’t until her second year, when specialization became an option, that Verònica gravitated naturally toward graphic design.
It wasn't a hesitant decision. It was a magnetic pull—graphic design, with its unique blend of structure and imagination, felt like home. Here was a discipline where function met form, where images and type became tools for visual storytelling, and where creativity could meet communication in compelling, precise ways.
A World of Influence: Shaping Vision Through Global Design Icons
During these formative academic years, Verònica encountered the works of influential designers whose portfolios spoke volumes about the power of design to influence culture. Vince Frost, known for his sharp editorial compositions and typographic finesse, and Spin, a London-based studio famed for its minimalistic yet expressive identity systems, both served as turning points in her visual education.
These were more than references; they were revelations. Verònica didn’t merely admire their work—she dissected it. Every grid, every line, every spatial choice held lessons in intentionality. For her, these figures modeled how design could serve as a visual language—one that could be articulated with clarity and purpose.
This encounter with international design giants expanded her understanding of what graphic design could be. It wasn’t confined to posters or logos. It was narrative, structure, emotion, and ideology. It could address the masses or whisper to the few. It could provoke, soothe, educate, or entertain. It was, in essence, limitless.
Cultivating a Personal Visual Language Through Exploration
Verònica’s academic journey became less about following a curriculum and more about cultivating a personal lexicon. As she navigated through assignments and independent studies, she began to develop a design language rooted in structure but alive with imagination. Her work frequently explored geometric systems, rhythm in typography, and the juxtaposition of form and color to create visually striking outcomes.
But even more central to her growth was her embrace of illustration as a key ingredient in communication. While many of her peers pursued photographic approaches or type-heavy compositions, Verònica leaned into the tactile, the drawn, the stylized. This instinct would later become a cornerstone of Hey Studio’s identity—an illustration-forward approach that feels both fresh and timeless.
These moments of experimentation were not just exercises in style but exercises in voice. They helped her refine a vision that was unapologetically bold and clear—a visual voice that could be recognized at a glance and remembered long after.
Designing Beyond Aesthetics: Merging Purpose with Practice
What differentiated Verònica early on was her capacity to see beyond aesthetic appeal. In every project, she began to probe deeper questions: What message is this design carrying? Who is it speaking to? Why does it matter? This intention-driven mindset shaped how she approached composition and concept. It wasn’t enough for a design to look beautiful—it needed to function meaningfully within a cultural or communicative context.
The academic environment encouraged these questions. Professors emphasized critical thinking alongside technical execution. Peer critiques fostered analytical skills and taught Verònica how to defend creative choices. Every assignment became a chance to interrogate not just “how,” but “why.” This practice of reflection and iteration sharpened both her creative instincts and her strategic thinking.
By graduation, she had developed more than just a portfolio—she had a coherent philosophy. She believed in design that connected, not just decorated. Design that simplified complexity. Design that invited people in, rather than alienating them through over-intellectualization. These values would later form the ethos of her professional studio.
Finding Confidence Through Authentic Expression
Emerging from university, Verònica carried with her something more important than awards or accolades: creative confidence. This wasn’t the loud, performative kind—it was quiet and rooted in authenticity. She knew her strengths and, more importantly, her sensibilities. She had trained herself not to mimic trends but to respond to problems with clarity and originality.
This internal assurance allowed her to navigate early professional environments with a strong sense of self. Internships and job roles served as apprenticeships, but she never lost sight of her own creative compass. Even when executing someone else’s vision, she infused each project with her signature—an understated playfulness, a love for simplicity, and a devotion to conceptual precision.
Her peers took notice. Colleagues respected her approach; clients began to gravitate toward her sensibilities. What started as academic curiosity had now evolved into a distinct, recognizable presence in the creative world.
From Student to Visionary: Foundations That Built Hey Studio
The visual principles and mindset Verònica developed during her university years laid the foundation for Hey Studio, the Barcelona-based creative studio she would eventually establish. The clarity she sought in academic design projects now informed full-scale branding systems. Her love for illustration turned into identity assets, packaging visuals, and editorial graphics seen around the globe.
Hey’s work is steeped in the very elements Verònica explored in those early years: geometric rigor, typographic storytelling, expressive color theory, and inclusive communication. But what truly carries over from that time is the sense of openness—the willingness to try, to question, to risk, and to grow.
Unlike many design studios that evolve reactively to market demands, Hey Studio has maintained a stable, focused visual trajectory. This consistency is not born from rigidity but from a deep-rooted clarity about its purpose. That clarity is a direct result of Verònica’s early education—not just in craft, but in creative philosophy.
Reflections for Aspiring Designers: Lessons From the Journey
Verònica’s transition from university student to respected studio founder offers valuable insights for aspiring creatives. First and foremost, education is what you make of it. It’s not about waiting for inspiration to strike—it’s about putting in the hours, digging deep into processes, and asking hard questions. It’s about seeing every assignment as a seed of potential, not a checkbox for a grade.
Second, influences matter—but how you internalize them matters more. Looking at the work of established designers can be transformative, but it should fuel originality, not imitation. Verònica’s appreciation for figures like Vince Frost wasn’t about replication—it was about distilling lessons in clarity, concept, and craftsmanship.
Finally, authenticity cannot be overstated. In a world oversaturated with visual content, the only true differentiator is perspective. Verònica’s success didn’t come from chasing trends but from following her own instincts and honing her natural inclinations into something polished and professional.
By nurturing her creative intuition within a structured academic environment, Verònica Fuerte not only discovered graphic design—she redefined it for herself. And in doing so, she laid the groundwork for a career that continues to inspire, influence, and expand what it means to communicate visually in the 21st century.
Laying the Groundwork: A Career Begins in Barcelona’s Creative Heart
For Verònica Fuerte, the transition from university to the professional design world was not an abrupt leap but a natural progression, deeply grounded in intention and enthusiasm. While still completing her studies, she proactively sought internships—deliberately immersing herself in the real-world rhythm of Barcelona’s design scene. These experiences weren’t simply about padding a résumé; they were instrumental in shaping her understanding of how creative studios operate, how design teams collaborate, and how client expectations intersect with artistic ambition.
The vibrant ecosystem of studios across Barcelona provided a fertile training ground. From cultural institutions to commercial design agencies, each internship offered its own challenges and insights. This early exposure allowed Verònica to learn not just the formalities of project timelines and deliverables but the nuanced art of balancing creativity with communication, intuition with iteration. By graduation, she was already fluent in the unspoken codes of professional design culture.
A Formative Chapter at Summa: Branding, Discipline, and High Standards
Her first significant post-graduation role was at Summa, one of the city’s most prestigious branding agencies. Known for its strategic approach and polished output, Summa offered a fast-paced environment where every detail mattered. For Verònica, this role was transformative. It taught her the discipline required to operate at the upper tiers of design consultancy—where timelines were tight, feedback was rigorous, and brand identity was treated as both an art and a science.
At Summa, she observed the dynamics between designers, strategists, and corporate clients. She learned to interpret briefs critically, manage revisions methodically, and present ideas persuasively. It was in this crucible of high expectations that she developed the professional resilience and creative agility that would later serve her well in entrepreneurship.
But while she thrived on the structure and scale of the agency, Verònica also began to feel the limitations of working within someone else’s vision. Her ideas often reached beyond the brief. She craved a space where illustration could flourish, where bold visuals weren’t tempered by corporate conservatism, and where experimentation wasn’t a luxury but a necessity.
A Reflective Retreat in Menorca: Distance as Perspective
After her time at Summa, Verònica made an unconventional choice—she moved to the island of Menorca. This wasn’t a career-driven move, but a deeply personal one, born out of a need for space and clarity. The island, far from the buzz of Barcelona, offered her the chance to disconnect from the noise and reconnect with her instincts.
Though it may seem counterintuitive to pause one’s trajectory just as it’s gaining momentum, this sabbatical proved invaluable. It provided her with the time to reflect on what she truly wanted from her career. In Menorca, she reengaged with personal projects, sketchbooks, and self-initiated explorations—free from the deadlines and restrictions of agency life. This was where seeds of her future studio were planted, in solitude and in silence.
More than a geographical shift, this period represented a philosophical reset. It confirmed her desire to work on her own terms, to build something with authenticity at its core, and to prioritize creativity over conformity. This clarity would become the guiding principle in the next phase of her journey.
Returning to the City: Deepening Experience and Broadening Perspective
Upon returning to Barcelona, Verònica didn’t rush into launching a studio. Instead, she re-entered the design world through a series of roles in various studios, each offering different methodologies and creative priorities. These experiences acted as a comparative lens, allowing her to refine her ideas about what kind of studio she wanted to build in the future.
Eventually, she settled into a three-year tenure at Luna, a well-regarded studio that further honed her skills. At Luna, she found a balance between creative freedom and structured workflow. She worked on diverse projects ranging from editorial layouts and packaging design to visual identities and campaigns, deepening her understanding of how design can adapt across formats and platforms.
Crucially, these years expanded her professional network, introduced her to future collaborators, and allowed her to test her leadership capabilities within team settings. By the end of her time at Luna, Verònica was no longer a junior designer learning the ropes—she was a confident visual communicator, ready to build her own space in the industry.
The Courage to Begin: Founding Hey Studio at 27
At the age of 27, Verònica decided to do what many designers only dream of—start her own studio. This wasn’t a spontaneous decision, but one meticulously shaped by years of learning, introspection, and aspiration. She had envisioned a studio that felt both personal and powerful—a place where conceptual depth met bold execution, and where every project was approached with a spirit of exploration.
Hey Studio was born with modest means. A friend of her partner became one of the first clients, and her former employer generously passed on a project to help her get started. In those early days, the studio was run from a small space with minimal equipment, but an abundance of drive. Verònica took the time to design a carefully curated portfolio and sent it physically to local institutions, cultural spaces, and small businesses. It was a grassroots strategy that worked.
Soon enough, clients responded. The timing was right—just before the global financial crisis hit in 2008. Larger agencies were losing business, and smaller studios like Hey became a desirable alternative due to their lower overhead and flexibility. Verònica’s approach was not just affordable; it was distinctive. Her fusion of illustration, minimalism, and bold color quickly gained traction in a market that was craving originality.
Designing a Studio Philosophy: Clarity, Curiosity, and Character
From the beginning, Hey Studio wasn’t just about visual design—it was about creating a new model for how design studios could operate. Verònica wanted to blur the lines between commercial projects and personal exploration. She believed that illustration and storytelling could be integrated into brand identities without sacrificing professionalism. She also aimed to foster a studio culture rooted in respect, transparency, and shared creativity.
This vision translated into work that was highly recognizable yet constantly evolving. Every project—whether a brand campaign, a packaging system, or a set of editorial illustrations—was underpinned by a clear idea and a strong narrative. Rather than mimic trends, Hey carved out its own design dialect: accessible, optimistic, and structurally intelligent.
Hey Studio quickly built a reputation not only for its visual style but also for its integrity. Clients appreciated the collaborative process, the clear communication, and the sense of purpose embedded in every design solution. The studio became known not just for what it made, but for how it worked.
A Legacy in the Making: Empowerment Through Independent Practice
Verònica Fuerte’s journey from intern to founder encapsulates the evolution of a designer who chose to define success on her own terms. By establishing Hey Studio, she didn’t just create a business—she created a platform for expression, experimentation, and empowerment. Her story exemplifies how patience, preparation, and principled ambition can come together to build something enduring.
In an industry often dominated by large agencies and fleeting trends, Hey represents a different kind of success—measured not by size or scale, but by influence and authenticity. The studio has inspired a new generation of designers to consider not only what they make but why they make it. And for Verònica, the journey continues—not as a pursuit of fame or expansion, but as a continued commitment to creative evolution.
By reflecting on the richness of each chapter—education, early career, introspective retreat, and entrepreneurial leap—Verònica proves that great design begins with clarity of vision and a willingness to take risks. Through Hey Studio, she has created not just a portfolio of beautiful work, but a legacy of independent creative thought that continues to shape the design world far beyond Barcelona.
Starting Small, Thinking Big
When Verònica launched Hey, she did so with limited resources but abundant passion. The earliest months were supported by a small handful of initial clients—one passed on by her former employer and another through a personal connection. Despite the modest beginnings, she made a strategic move that would set the tone for the studio’s future: she crafted a physical portfolio and hand-delivered it to museums, cultural institutions, and companies across Barcelona. This direct, tactile approach stood out in an increasingly digital world.
The timing was unexpected yet fortuitous. Just ahead of the 2008 financial crisis, many companies were searching for agile, cost-effective design solutions. As a small studio with affordable rates and a nimble process, Hey filled that niche. These early projects helped establish credibility and visibility, enabling the studio to evolve organically through word of mouth and portfolio-driven growth.
Clients That Click: Building Meaningful Collaborations
Over time, Hey Studio’s client list expanded to include internationally recognized brands such as Apple, The Wall Street Journal, Mr. Porter, Vodafone, Penguin Random House, and Oxfam. Yet for Verònica, success isn’t simply measured by scale—it’s about synergy. She emphasizes that the best outcomes emerge when clients approach the process with trust and openness. A collaborative spirit, creative confidence, and mutual respect form the bedrock of impactful design relationships.
Rather than just executing a brief, Hey seeks to co-create with clients. Verònica believes the most compelling work comes when boundaries dissolve and ideas flow freely—when both sides are willing to take risks in pursuit of something memorable.
A Tight-Knit Creative Team
At the heart of Hey Studio is a small, tightly connected team. Verònica leads with both vision and hands-on involvement. Ricardo, who joined from the beginning, focuses primarily on illustration. Eva contributes her strengths in graphic design, while Paula manages operations and logistics. They are consistently supported by an intern, a role the studio treats as both a learning opportunity and an active contribution to their creative process.
This compact structure isn’t accidental. Verònica is intentional about staying small to maintain creative coherence and a high level of artistic control. With fewer layers of management, each team member is deeply engaged with every stage of a project, ensuring consistency and quality across all outputs.
The Signature of Hey: Bold, Clear, and Open-Minded
What defines Hey’s visual identity is not just its aesthetic, but its philosophy. The studio’s work is often described as vibrant, geometric, and playful—but these characteristics are secondary to its core values: clarity, accessibility, and originality. Every project is driven by strong ideas and executed with visual precision. Color, form, and type are used not just for decoration, but to communicate and connect.
Verònica is committed to making design feel universal. By keeping things visually direct and emotionally resonant, Hey ensures that their work appeals to broad audiences without sacrificing depth or intent.
The Space Behind the Work
Hey’s physical environment reflects its creative ethos. Situated in Poblenou—Barcelona’s de facto design district—the studio occupies a spacious, collaborative setting shared with another designer. This arrangement fosters a sense of creative camaraderie. Within the space, a spirit of mutual respect and positivity reigns.
Weekly rituals like Monday pasta lunches bring warmth and togetherness to the workweek. Though each team member has their own music taste, the atmosphere remains focused and collaborative. Their building also houses other creatives, including a photographer friend who has contributed to Hey’s visual documentation—further extending the studio’s sense of community.
Qualities That Make a Hey Studio Team Member
Hiring at Hey isn’t just about skills—it’s about compatibility. Verònica looks for designers who not only excel at illustration, branding, and typography but who also embody a sense of enthusiasm, adaptability, and initiative. In today’s design landscape, multidisciplinary fluency is essential. Whether crafting packaging, editorial layouts, or digital assets, team members must be flexible and inventive.
But just as crucial as technical ability is attitude. Verònica places equal weight on character traits—curiosity, humility, and the ability to collaborate—as she does on a portfolio. In her view, design is equal parts craft and chemistry.
Balancing Client Work and Passion Projects
Personal projects are an integral part of Hey’s culture. Far from being side experiments, these self-initiated efforts often spark new directions, lead to client inquiries, and allow the team to explore ideas unconstrained by commercial demands. The Hey Shop, for instance, features prints, animations, and products born from these explorations.
The studio makes time for this internal work by shifting schedules during quieter periods. Whether it's three focused days on a new product line or an afternoon brainstorm, the process is fluid and open. These projects act as a testing ground for innovation—allowing the studio to stretch, experiment, and occasionally surprise even themselves.
Design Dreams: Looking Ahead
Though Hey has carved a niche with small-to-medium scale assignments, Verònica harbors ambitions of leading a full-scale brand identity project. Not as a shift away from current work, but as a natural progression. While she acknowledges that some large organizations may hesitate due to the studio’s size, she’s confident the opportunity will come.
Nonetheless, she emphasizes that she is already living her dream. To wake up each day and create, surrounded by people she trusts, in a city that pulses with creativity—that, for her, is a success beyond metrics.
Barcelona as a Creative Magnet
Barcelona continues to cement its reputation as a global design hub, and Hey is deeply embedded within its vibrant creative landscape. The city attracts a diverse range of talents—photographers, set designers, illustrators, and creative technologists—who converge in shared spaces like Poblenou.
This convergence creates fertile ground for innovation. With artists from France, the UK, and beyond relocating to Barcelona, the city has become a cultural melting pot of contemporary design. Its energy is both local and international, deeply rooted yet forward-looking.
Advice for Emerging Designers and Studios
For those at the start of their studio journey, Verònica’s advice is clear: start creating, even if no clients are knocking yet. Self-initiated projects not only sharpen your skills but also serve as compelling portfolio pieces that showcase your voice. They demonstrate initiative and set you apart in a crowded marketplace.
Designers have the tools to make ideas tangible, and waiting for permission isn’t necessary. In Verònica’s experience, some of Hey’s most influential work began not with a brief, but with curiosity.
Finding Inspiration on the Job
When creative fatigue strikes, Verònica turns inward or to tactile resources. Vintage design books are a favorite, offering timeless solutions and unusual references. But more often, she finds that inspiration is a collective process—fueled by conversation, critique, and shared imagination.
She dispels the romantic myth of walking through nature to find a flash of genius. For her, inspiration is a byproduct of doing the work: staying present, listening to her team, and pushing through constraints to reach something unexpected.
Final Thoughts:
As Hey Studio marks over ten years in operation, its journey reflects the essence of what it means to build a meaningful and enduring creative practice. Verònica Fuerte’s story is not one of overnight success, but of careful cultivation—of talent, of relationships, and of values that remain unshaken in a fast-evolving industry. From humble beginnings with a handful of clients and a printed portfolio, to a studio recognized by global brands, her commitment to visual clarity and artistic integrity has remained a constant.
What sets Hey Studio apart is not just its eye-catching style, but the mindset behind it. Verònica’s insistence that design is “an attitude” rather than a surface-level aesthetic underscores the thoughtfulness with which the studio operates. Their work is bold, yes—but it’s never gratuitous. Every line, color, and composition is grounded in conceptual clarity and emotional resonance. It’s this rare blend of artistry and intentionality that makes Hey’s output feel both fresh and timeless.
Yet perhaps the studio’s greatest strength lies in its unwavering belief in collaboration. Whether it's the internal chemistry among a small, dedicated team or the trust cultivated with clients, Hey's creative process is built on open communication and mutual respect. In a time when speed often trumps quality and novelty overshadows depth, Hey’s approach is refreshingly deliberate and human-centered.
Looking ahead, the future for Hey Studio holds both stability and possibility. Verònica’s aspiration to take on larger identity projects points not to dissatisfaction with the present, but to a natural evolution—a desire to scale impact without compromising values. At the same time, the studio’s passion for self-initiated projects ensures that curiosity and innovation will always have a place within its walls.
For emerging designers, Hey is a beacon of how success can be self-defined. It’s a reminder that you don’t need a massive team or a flashy office to make lasting work. All you need is a clear voice, a willingness to explore, and the courage to stay true to your vision—no matter what stage you're at.
Hey Studio’s story is still unfolding, but its foundation is strong. Built not just on creativity, but on purpose, community, and resilience, it offers a powerful model for the future of independent design.
