A few years ago, Victoria Sain disrupted the Miami fashion scene with VASE LED light sneakers. The brand shined at the Uber Rider’s Lounge during the Ultra Music Festival and other iconic events, selling out 5,000 pairs in one season. Since then, Sain has shifted her focus to graphic design for social impact, finding joy in helping others. How did she discover this new path?
Victoria, you’ve had an incredible journey. What sparked your interest in education, community, and social impact after 15 years in graphic design?
My daughter was diagnosed with neurodivergency, a relatively common condition among children in the U.S. So I took her to a program called Brain Balance, which is designed for kids on the spectrum.
It’s an amazing, internationally recognized program created by doctor Robert Mellilo who had a family member on the spectrum. It uses a holistic approach to balance both sides of the brain, it was life-changing for us.
At first, my daughter was non-verbal until she was three, which was very worrying. But after completing this therapy, she began to talk, and now she’s thriving and excelling in school.
It was during those months at Brain Balance that I began to notice how much I was connecting with the space. I started helping with displays and creating designs for parents and kids. It felt like a natural way to contribute, and it sparked my interest in design for community building.
It sounds like that experience had a huge impact on your work. How did your daughter’s learning challenges shape your view of community and design?
Yes, it truly changed my perspective. We didn’t just focus on my daughter’s therapy; we also became part of a supportive community. My daughter attended a Jewish preschool, even though we’re Catholic and don’t practice, because it was the best fit for her and we felt welcomed. We were constantly embraced by the community, which made me realize how powerful it is to be part of something inclusive and supportive.
Over time, I connected with families, teachers, and other community members. Many invited us for Shabbat, and through those connections, I found opportunities to engage in philanthropy and local projects, like connecting teachers with local schools. This helped me understand the importance of being part of something bigger.
Originally from a small city on the coast of Venezuela, I have always had a connection with the community. Moving to Minnesota, I’ve also found people who are genuine and kind. That sense of belonging is something I want to reflect in my work.
How do you approach design for communities and people with learning challenges?
For me, design should always be fresh and welcoming. I moved away from corporate aesthetics, and instead, I focus on creating connections through vibrant colors and engaging illustrations. When I worked on my previous project, VASE, the LED sneakers were all about community.
It wasn’t just about selling a product — it was about creating an experience and building relationships. I’ve carried that mindset forward.
In one of my current projects, I work on the brand identity for a company addressing staffing shortages in local schools. We used vibrant colors and friendly, approachable design to make the experience feel more human-centered.
Our goal was to help people feel like we’re on their side, whether they’re job seekers or educators, by presenting the service in a fun, casual way. We even created motivational packages that we sent out by mail — something tangible that feels personal, not corporate.
Design for the community needs to be something that’s relatable and reflects the people you’re serving. It’s not just about the aesthetics; it’s about telling a story that resonates with the community.
How does your design work connect to the needs of neurodivergent children?
I’ve learned a lot about how color affects children with learning challenges, especially through my work with Brain Balance. For example, colors like red and green can be overwhelming for some children and make it difficult for them to focus. Instead, we use cool color palettes like blues, greens, and purples — these tend to be more soothing and engaging.
We also try to avoid using bright yellow, as it can be distracting for children on the spectrum. While the research on this isn’t entirely conclusive, it’s something we’ve learned from experience. When designing brochures and printed materials, we consider all of these aspects to ensure that the design is both visually appealing and conducive to learning and engagement.
Finally, what is the biggest lesson you’ve learned from your journey, both as a designer and as a mother?
The biggest lesson I’ve learned is the power of connection. Whether it’s through design, community, or simply being there for my family, building relationships is at the heart of everything I do. I’ve learned that true success comes not from making a sale or finishing a project but from making a meaningful impact on people’s lives.