This week on the DesignThinkers podcast, I’m joined by Verònica Fuerte. Verònica is the founder and creative director of Hey Studio in Barcelona.

Since launching the studio in 2007, Verònica has built one of the most recognizable and beloved visual identities in contemporary design: known for bold color, geometric forms, and a relentlessly optimistic aesthetic. Hey’s work has spanned everything from brand systems and editorial design to public art and exhibitions, with clients like Apple, The New York Times, Monocle, and the city of Barcelona itself.

In this episode, Veronica shares how she built Hey from the ground up, starting as a solo designer with no clients, to now running a globally admired studio that’s remained intentionally small, collaborative, and independent. We talk about the importance of creative intuition, the realities of studio life, how to keep personal work at the center of your practice, and why she never wanted Hey to feel like an agency.

We also touch on making space for women in leadership, building visibility as a Spanish design studio on the international stage, and why sometimes the simplest ideas are the strongest.

If you’ve ever wondered what it takes to run a studio with heart and vision—this episode is for you.

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