Rado Veselý is a designer and art director working internationally across lifestyle, fashion, culture and commerce. His practice spans digital experiences, brand identities, and art direction, with a focus on creating clear, narrative-led design systems that connect brands and audiences. He approaches design through both strategy and sensibility, shaping visual worlds that feel considered and human.

Rado is currently at DEPT, and his clients include Fendi Casa, Flos, B&B Italia, Louis Poulsen, Bolia & smart.

Your work spans lifestyle, fashion, and technology. How do you adapt your visual language to such different worlds while keeping your own design signature visible?

I always start by understanding the world I’m designing for - its tone, culture, and the feeling it should evoke. Once that’s clear, the visual language becomes a natural response. My own “signature” comes through in how I approach clarity, composition, and narrative. Those things stay consistent, even if the aesthetic shifts from luxury to tech to culture.

When working within an agency, how do you maintain creative clarity while collaborating with larger teams?

I try to make sure we’re all aligned on the story we’re telling. When that’s in place, decisions become easier and the process feels smoother. I keep a strong point of view, but I’m also very open - good collaboration comes from everyone building toward the same idea, not competing ones.

Conversely, when working independently, what do you find most freeing or challenging about being the sole creative decision-maker?

The best part is the speed. You can trust your instinct and move quickly. The challenge is giving yourself distance and making sure you don’t get stuck in your own head. I’ve learned to create little checkpoints for myself, just to make sure everything still feels intentional.

Your projects often balance strong art direction with functional design. How do you navigate that intersection of visual expression and usability?

For me they’re the same thing. A design that looks great but doesn’t work is pointless, and a functional design without personality feels empty. I focus on the narrative first - once that’s defined, both expression and usability usually fall into place naturally.

Could you describe your typical workflow from initial concept to final delivery? How do you structure your process to stay both creative and efficient?

I usually start by getting a real sense of the brand—its universe, its atmosphere, and the story it wants to tell. That part matters to me because if I don’t understand the foundation, everything else feels a bit disconnected. Once I’m clear on the direction, I start shaping the visual universe around it. I explore ideas, see how they behave, and gradually build the system piece by piece. It’s a mix of instinct and structure. After that, it’s mostly refinement. Making sure everything belongs, feels intentional, and supports the narrative without adding unnecessary noise. I keep references nearby and document my thinking early on. It helps the process stay focused and efficient, while still leaving room for creativity.

What tools or methods have become central to your daily workflow, especially when developing digital experiences or interfaces?

For my daily workflow, Figma is basically my second home, especially when I’m building digital experiences or interfaces. Inspiration is all over the place for me—screenshots, saved posts, random tabs I’ll probably never open again. I mostly use Apple Notes because it’s quick and low-effort, a place to drop half-formed ideas, references, or to-do lists. But honestly, inspiration comes from everywhere, and a big part of my process is just catching it before it slips away.

How do you ensure a project remains visually disciplined, especially when multiple voices or directions are in play?

For me, keeping the design cohesive starts with understanding the goal and the context. I make sure every element—type, spacing, layout, or motion—serves that goal. When multiple voices or directions come in, I bring everything back to the shared objective. It’s not about rigid rules, but making sure every decision supports the story the project is trying to tell.

When you think about the future of digital brand design, what excites you most?

I’m excited by how dynamic and expressive digital identities are becoming. Brands feel more alive now —more motion-driven, atmospheric, and culturally aware. There’s a shift toward more human, tactile visual languages, and that aligns a lot with how I like to work.

Outside of client work, what keeps you inspired or helps you reset your perspective on design?

Small things, honestly. Spaces, objects, photography, people-watching — and spending time outside the “design world” with friends. Travel helps, but often it’s just changing environments or stepping away from the screen that resets my head. Most of my ideas come from real life rather than from looking at more design.

Lastly, is there a dream client or project you haven’t landed yet?

Rimowa — if you’re reading this, hit me up.

Beyond that, I’m drawn to projects that blend culture, storytelling, and physical experience — whether it’s a museum, a contemporary fashion house, or something that brings together art, music, and digital. Projects that blur disciplines are where I feel most at home.