Victoria Sain, the creator of VASE, an innovative brand of LED light sneakers that went viral, is now focusing her efforts on transforming education and community in Minnesota.
Sain, a visionary designer known for her community-focused approach, has shifted her focus from the fashion world to education. Her latest project addresses staffing shortages in local schools by creating a brand identity that resonates with teachers, parents, and children.
“The design elements are characterized by vibrant colors and engaging illustrations, creating a welcoming and approachable aesthetic,” Sain said.
Her colorful and accessible artwork makes a lasting impact on its audience, creating opportunities for collaboration and growth.
“It was important for me to make everything appear fresh, fun, and approachable,” she said. “We wanted people to feel like we were on their side, helping them with their journey — whether that’s finding a teaching opportunity or supporting a child with unique learning needs.”
Moving away from conventional designs, Sain emphasized storytelling, using graphics and colors to capture attention in a way that feels personal, not corporate.
One of the most innovative aspects of this project is the physical materials sent to clients. Unlike the typical digital communication many companies rely on, Sain’s team sends physical packages containing motivational quotes, steps to prepare for interviews, and branded items.
“This approach was born from our belief in the personal touch,” Sain said. “When you receive something in the mail, it feels more genuine. It’s not just an email from a corporation — it’s a message from a person who truly cares.”
Sain’s connection to the project is personal, as she has faced the challenges of raising a neurodivergent daughter. Her experience with programs like Brain Balance has shaped her understanding of how design can help children thrive.
“For example, I avoid using red and green together, as these colors can be difficult for some children to focus on,” Sain said. “Instead, I use cool colors like blues and greens, which tend to be more soothing.”
Sain’s approach to design is influenced by her own experiences as an immigrant from Venezuela. Moving to Minnesota, she has found a sense of belonging.
“People here in Minnesota are so genuine and welcoming,” Sain said. “The sense of community here is something I want to reflect in my work.”
Her earlier work with VASE, a lifestyle brand known for its LED light sneakers, was an instant success, attracting attention at Miami’s Faena Bazaar and the Ultra Music Festival.
With more than 5,000 pairs of sneakers sold in just three months, VASE quickly became a cultural phenomenon. For Sain, it was not just about selling products but creating experiences that brought people together.
“The pop-up store was designed to be a space where people could connect,” she said. “It was about building relationships.”
Now, as she transitions into her work in education and community building, Sain remains dedicated to the principles that guided her success: creativity, innovation, and a deep sense of community.
Her work in Minnesota reflects her commitment to helping others, and she continues to find new ways to use design as a tool for positive change.
“Whether it’s a child learning in a classroom or a teacher finding a job that suits their passion, I want to help people connect, communicate, and grow together,” Sain said. “Design is a way for me to bring that vision to life.”