I was born and raised in Sofia by parents who grew up stripped of any tangible form of self-expression. (*coughs* communism) Those same people encouraged me to always seek personal and creative freedom no matter where I am in the world. So, after spending over a decade growing and creating in Toronto, I decided to see what life’s got in store for me in Amsterdam. 💫

Ultimately, I love making things that bring joy to people. I also love bringing joy to the process of making those things. I love a juicy insight that turns into a beautiful idea, that then gets crafted with care and intention, until we all get that ooye gooey feeling on the inside. Collaborating with other creative humans is my favourite sport. For me, good work oozes that type of irreplaceable energy you only get from good ol’ team work.

What a time to be alive and able to create freely.


EXPERIENCE:
Freelance Creative / Art Director / Designer, Amsterdam, 2025–present
Senior Art Director @ Sid Lee, Toronto, 2022–2025
Art Director @ Mint, Toronto, 2021–2022
Art Director @ Juliet, Toronto, 2018–2021
Intern / Jr. Art Director @ Leo Burnett, Toronto, 2017–2018
Designer @ RBC Centre for Emerging Artists & Designers, Toronto, 2016–2017
Producer & Assistant @ Lisa Petrole Photography, Toronto, 2015–2016

To get in touch, email veronika.radeva94@gmail.com.
Or find me on LinkedIn + IG.