Alright – so today we’ve got the honor of introducing you to Valev Laube. We think you’ll enjoy our conversation, we’ve shared it below.

Valev, thanks for taking the time to share your stories with us today Any thoughts around creating more inclusive workplaces?

Creating an inclusive workplace requires embracing diverse perspectives and lived experiences. My journey has shown me the immense value of inclusion, both as a necessity for growth and as a catalyst for innovation.

During my time at the United World College of the Adriatic, I was surrounded by peers from over 90 countries. This immersion in diversity wasn’t just about seeing different faces—it was about engaging deeply with other cultures, beliefs, and ideas. It taught me that inclusion goes beyond representation; it’s about understanding how different identities and perspectives contribute to richer conversations and stronger collaboration.

As an openly LGBT professional, I’ve experienced firsthand how inclusive environments can empower individuals to thrive. Feeling accepted for who you are creates a foundation of trust and confidence. Conversely, in environments where inclusion was lacking, I often found that creativity and innovation suffered because people held back, fearing judgment or misunderstanding.

A recent web design project highlighted how essential inclusion is in delivering effective solutions. During a focus group on accessibility, we learned that many people with vision or hearing differences rely on specialized hardware and software to browse the web. Surprisingly, some accessibility plugins commonly used by designers unintentionally interfere with these tools, creating additional complications for users. This insight was eye-opening and came only because we actively involved individuals who navigate the web with accessibility features daily. Their lived experiences illuminated nuances we couldn’t have known otherwise, fundamentally reshaping our approach to design.

This example reinforces why inclusion matters. It’s not just a moral imperative—it’s a practical one. By inviting diverse voices into the conversation, whether it’s about workplace culture or product design, we uncover blind spots and create solutions that truly work for everyone. As leaders and collaborators, it’s our responsibility to foster spaces where all voices can be heard and valued. Only then can we design workplaces and products that reflect the full spectrum of human experience.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Valev Laube, a branding specialist, designer, and creative entrepreneur originally from Estonia and now based in New York City. My journey into the creative industry began at a young age, influenced by my fascination with design, storytelling, and culture. Growing up in Estonia—a country with a rich cultural heritage and a forward-thinking approach to technology—shaped my vision for blending tradition with innovation.

My path took an international turn at 17 when I moved to Italy to study at the United World College of the Adriatic. There, I was exposed to an incredibly diverse community that helped me see how creativity and collaboration can transcend borders. Later, my studies in digital communication at the University of Rochester in the United States gave me a platform to refine my skills in branding, web design, and storytelling. These experiences allowed me to develop a holistic approach to brand building, one that integrates art, technology, and strategy.

Today, as the co-founder of The VL Studios, I work with clients across industries—from fashion and entertainment to technology and the arts. My work focuses on creating cohesive and impactful brand identities, helping clients connect with their audiences authentically. Whether it’s designing for Broadway productions like Singing Revolution: The Musical, developing e-commerce platforms for brands like Kenneth Cole and Steve Madden, or launching NFT art collections, my goal is always to create work that resonates.

What sets me apart is my ability to combine diverse perspectives with a commitment to authenticity. I often draw inspiration from my Estonian roots, integrating elements of Baltic minimalism and folklore into modern design. For example, one of my recent projects, Dawn till Dusk, fused traditional Estonian narratives with contemporary dance and live music, creating an immersive cultural experience for audiences in New York.

I also focus on using technology to enhance creativity. Recently, I’ve been exploring AI-driven branding to create personalized and dynamic brand experiences. By staying on the cutting edge of design and technology, I help clients not just meet industry standards but exceed them.

The thing I’m most proud of is my ability to build bridges—whether it’s between cultures, industries, or ideas. I’ve worked on projects that celebrate Estonian heritage while connecting with global audiences, and I’ve collaborated with clients ranging from startups to established brands to craft designs that tell meaningful stories.

For anyone considering working with me or following my work, I’d want them to know that my brand is rooted in collaboration and connection. I believe that the best creative solutions come from understanding the unique challenges and aspirations of each client. My approach is holistic, weaving together strategy, visuals, and storytelling to create brands that are as authentic as they are impactful. Whether it’s a brand identity, a web design, or a cultural production, my work is about fostering connections that inspire.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One of the most important lessons I had to unlearn was that being straightforward was always the best way to give feedback. Growing up in Estonia, where directness is seen as a sign of respect and care, I believed that blunt, no-frills feedback was the most effective way to help others improve. In Estonia and many Northern and Eastern European cultures, tough love is a common approach—criticism is often clear and direct, and people don’t typically soften their words. However, as I moved to different cultural contexts, I realized that while directness has its merits, constructive feedback should prioritize encouragement and respect.

My first realization of this came during my time at an international school in Italy, where I was surrounded by peers from 90 different countries. Here, I learned that communication styles differ widely and that warmth and positivity often yield better results. Italians, for example, balance critique with praise, ensuring that the recipient feels valued even while discussing areas for improvement. This shift was eye-opening and laid the foundation for me to rethink how I approach feedback.

In the United States, this learning deepened. American workplace culture tends to emphasize positivity and growth-oriented language, often framing feedback as an opportunity rather than a critique. I saw this firsthand while managing a project involving Eastern European developers and North American clients. Developers from Eastern Europe, with their straightforward communication style, often gave feedback that was misinterpreted by American team members as frustration or dissatisfaction. Conversely, the Americans’ more positive, indirect communication style was sometimes perceived by the developers as a lack of seriousness in addressing problems.

This experience taught me that while communication styles differ across cultures, psychological data consistently shows that constructive feedback is most effective when it is more positive than negative. Feedback that puts people down or focuses solely on flaws discourages growth, whereas feedback that highlights strengths while offering actionable improvements fosters motivation and collaboration. Knowing this, I now advocate for more positive and constructive communication wherever I go, regardless of cultural context.

For me, constructive feedback means being clear and actionable while also encouraging and respectful. It’s not about avoiding difficult conversations but about delivering them in a way that motivates change without undermining confidence. By understanding the psychological impact of words and being sensitive to cultural differences, I’ve been able to build stronger relationships and create environments where people feel empowered to grow. This approach not only helps individuals thrive but also leads to better outcomes in teams and projects. Today, I view positive communication as a universal tool—one that transcends cultural boundaries and makes every interaction more impactful.

How’d you build such a strong reputation within your market?

One of the key factors that has helped me build my reputation within my market is consistency—both in the quality of my work and in how I present myself to the world. A well-known marketing principle states that customers need to be exposed to a brand an average of 7 times before they make a purchase. This idea of repeated exposure has been central to my personal and professional approach since the beginning of my career.

I’ve applied this principle not just to marketing products or services but also to how I communicate my journey as a professional. Since an early age, I’ve made it a point to maintain visibility by sharing both my successes and challenges on social media. Whether I’m working on a Broadway production, developing a branding campaign, or reflecting on personal milestones, I aim to remind people of who I am, what I stand for, and the values I bring to the table. These updates keep my audience engaged and help ensure I’m top-of-mind when someone needs a graphic designer, web developer, or public relations consultant.

This strategy is supported by research on human memory and purchasing behavior. According to a study by Microsoft, people are exposed to an average of 6,000–10,000 ads daily, making it harder than ever for a single message to stick. To combat this, I strive to create authentic and relatable content that resonates with my audience. By sharing my personal and professional journey consistently, I’ve built a connection that feels genuine, which makes it easier for clients to trust me when they need creative or branding solutions.

In the early days of my career, word-of-mouth referrals were my primary source of work, and they remain a significant part of my income to this day. Many of these referrals started because someone remembered a story or project I had shared on social media. People often tell me, “I saw your post about that project, and it reminded me to reach out!” These moments reinforce the importance of staying visible and authentic across multiple platforms.

Ultimately, what sets this approach apart is that it’s organic. I’m not just selling services—I’m sharing my journey as a professional and as a person. This transparency fosters trust and helps clients feel connected to my work on a deeper level. For anyone looking to build their reputation, I’d recommend thinking of your brand not as a static entity but as a story in progress. Share your wins, but don’t shy away from the challenges either—both are opportunities to create connections that last.

Contact Info:

• Website: https://www.valevlaube.com/
• Instagram: https://www.instagram.com/valevlaube
• Facebook: https://www.facebook.com/valevlaube/
• Linkedin: https://www.linkedin.com/in/valevlaube/
• Youtube: https://www.youtube.com/@ValevLaube
• Soundcloud: https://soundcloud.com/valev-laube
• Other: https://www.crunchbase.com/person/valev-laube