We caught up with the brilliant and insightful Valev Laube a few weeks ago and have shared our conversation below.
Valev, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.
Finding my purpose has been a layered journey, shaped by the places I’ve lived, the people I’ve met, and the creative spaces I’ve explored. Growing up in Estonia, I had a strong sense of history, community, and resilience. But there was also a quiet curiosity pulling me outward, a desire to see the world and understand how creativity could bridge cultures and tell universal stories.
When I moved to Italy, I studied at an international school with just 200 students from over 90 countries. It was a vibrant, diverse space where I discovered new ways of thinking, cultures, and perspectives. This immersion pushed me to see beyond borders and explore more of myself in the context of a global community. I realized that design, art, and storytelling were powerful tools that transcended language, connecting us on a human level.
Later, in the United States, my studies gave me a platform to refine my identity and hone my skills in branding, design, and technology. Here, I dove deeper into what it means to create a cohesive brand, one that tells a story and resonates with an audience. This experience taught me to blend my Estonian heritage with the energy and innovation I found in New York—a city where I could not only create but also connect with people who shared a vision for impactful design.
Today, as an independent designer and entrepreneur, I’m exploring the future of branding through AI, working with companies to craft stories that are both cutting-edge and grounded in authenticity. At the same time, I stay connected to my roots, contributing to the Estonian community in New York and bringing elements of our culture into my projects. Whether I’m working on branding for companies, creating designs for Broadway musicals, or supporting creative productions, I feel a deep alignment with my purpose: to blend cultures, honor my heritage, and create work that speaks to the universal themes of connection and creativity. This journey is ongoing, but with each step, I feel closer to the heart of what I am here to do.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
. I’m Valev Laube, an independent branding specialist, designer, and creative entrepreneur originally from Estonia, now based in New York City. I specialize in crafting authentic brand identities, blending digital media, design, and storytelling to create impactful experiences for audiences. My work spans multiple industries—from fashion and tech to entertainment and the arts—where I help brands find and express their unique voices through cohesive, memorable visual storytelling.
Over the years, I’ve had the privilege of working with a variety of notable clients, including renowned fashion brands like Kenneth Cole and Steve Madden, where I developed high-impact digital campaigns, e-commerce designs, and branded content that resonate with audiences. My work in fashion built a strong foundation in brand identity and digital strategy, and it taught me the power of visual storytelling in creating lasting connections with consumers.
My career expanded into the arts and entertainment industries, where I collaborate with theatrical productions and creative projects. Notably, I’ve worked on branding for Broadway productions, such as Singing Revolution: The Musical, a project that celebrates Estonia’s history and cultural heritage—something very close to my heart. I also support emerging brands and startups, helping them develop from the ground up with comprehensive digital transformations, including web design, social media strategies, and content marketing. Recently, I’ve been diving into AI-driven branding, exploring how new technologies can enhance brand storytelling and create immersive, customized experiences.
In addition to my work with brands, I’m involved in a soon-to-launch initiative, Nordic Artists of New York. This organization is designed to bring together Nordic and Baltic artists, fostering a community of creatives in New York dedicated to cultural exchange and collaboration. Being part of this initiative allows me to stay connected to my heritage, supporting and amplifying the voices of talented Nordic and Baltic artists here in the city.
At the core of my work as an independent designer is the belief that branding goes beyond visuals—it’s about creating genuine connections and telling stories that resonate deeply. Whether I’m working with a startup, a global brand, or a cultural project, my goal is always to help my clients reveal their most authentic selves, building brands that are both impactful and true to their values. Thank you for the opportunity to share my story and the values that drive my work.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Reflecting on my journey, three qualities or skills have been pivotal: adaptability, a holistic approach to branding, and integrating technology with business-oriented strategies and design. Together, they’ve shaped my ability to create brands that are both visually engaging and strategically impactful.
1. Adaptability: This quality has been essential as the creative and tech landscapes are constantly evolving. Each new project, whether for a fashion brand, a tech startup, or a cultural initiative, brings unique challenges. Being adaptable allows me to pivot seamlessly between different styles, audiences, and industries, while keeping the brand’s essence intact. For anyone early in their journey, my advice is to embrace change—each new experience will teach you how to be flexible, whether it’s working with new technologies or adjusting to shifts in a client’s needs.
2. A Holistic Approach to Branding: To create brands that truly resonate, I focus on branding as a holistic experience, where each element—from visuals to messaging—aligns to tell a cohesive story. This approach goes beyond traditional design to encompass every touchpoint a brand has with its audience. For example, the way a brand communicates on social media should be as thoughtfully curated as the logo itself. For those starting out, I suggest exploring each layer of brand identity, understanding how visuals, language, and user experience can work together. It’s essential to think of a brand not as separate elements but as a unified experience that expresses its core values across all platforms.
3. Integrating Technology with Business Strategy and Design: In today’s digital-first world, blending design with technology and business strategy is key to creating relevant and impactful brands. Whether leveraging AI for personalized user experiences or using data to shape a brand’s online presence, I work to ensure that technology aligns with a brand’s goals. My advice for newcomers is to approach design with a strategic mindset—learn how design choices can support broader business objectives. Familiarize yourself with tools and technologies that streamline processes and enhance user experience, such as AI-driven personalization, SEO, and data analytics. By combining a creative vision with tech-driven strategies, you’ll be able to create brand identities that are not only visually compelling but also strategically sound and future-ready.
For anyone starting their journey, cultivating these skills—flexibility, holistic brand thinking, and tech integration—will help build brands that are not only beautiful but also meaningful and effective. Each project is an opportunity to bring together creativity, technology, and business insight in ways that resonate and endure.
What was the most impactful thing your parents did for you?
The most impactful thing my mom did for me was to believe in me completely and encourage my independence, even when it meant sacrifices on her part. She always put education first and made sure I had access to opportunities that could shape my future. From an early age, she sent me to music school, investing in my education and creativity even when we could barely afford the bus fare. She taught me the value of learning, but more than that, she instilled in me a deep sense of independence and responsibility for my own path in life.
Her support went beyond practical needs; she set me free to explore my dreams and encouraged me to aim high. I remember vividly the day I came home and shared with her the chance to study in Italy on a full scholarship. It was a big decision, and I knew it would mean a lot of changes for both of us. But, as always, she put my needs and dreams above her own. She didn’t hesitate to support me, trusting that this path would allow me to grow and discover more of myself.
Looking back, I see how her dedication to my education and independence set the foundation for everything I’ve accomplished. She showed me what it means to prioritize growth and resilience, and that example has stayed with me throughout my life. I’m endlessly grateful for her sacrifices and support, and I respect and value her for giving me the freedom to pursue my goals wholeheartedly.
Contact Info:
- Website: https://www.valevlaube.com/
- Instagram: http://www.instagram.com/valevlaube
- Facebook: http://www.facebook.com/valevlaube
- Linkedin: http://www.linkedin.com/in/valevlaube/
- Youtube: https://www.youtube.com/@ValevLaube
- Soundcloud: https://soundcloud.com/valev-laube
Image Credits
N/A
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