What Matters to Veronica Padilla

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Debbie Millman has an ongoing project at PRINT titled “What Matters.” This is an effort to understand the interior life of artists, designers, and creative thinkers. This facet of the project is a request of each invited respondent to answer ten identical questions and submit a nonprofessional photograph.


Veronica Padilla is VP Head of Design at Periscope/Favorite Child, a Minneapolis-based design agency that helps brands realize their fullest potential through the power of design.

What is the thing you like doing most in the world?

Pilates! I’m addicted. It makes me feel great inside and out—gym, church, therapy, and a gift. If everyone practiced, the world would be happier, healthier, less achy, and less cranky. I’m becoming certified as my way of service to help pay it forward.

What is the first memory you have of being creative?

I was notorious for my mini-mess explosions of “creativity” around the house. Like drawing, coloring, and deconstructing things to see if I could put them back together. Always with a new idea mid-journey, creating yet another explosion. My mom soon taught me to sew, crochet, and embroider. After finishing my coloring books, she would have me trace the pages onto fabric and embroider them. If I wasn’t doing that, I was crocheting, reverse engineering, and sewing doll clothes. Hours flew by, and I found my flow making things very young.

What is your biggest regret?

My dad only had one brother, Tio Benjamin. As a kid, he was the best, always cracking jokes and making me laugh. But as I got older, our family grew apart, and we didn’t talk much. I was living out of state in my early 20s when he was diagnosed with cancer. My dad urged me to call him. I never got around to it because I felt awkward and didn’t know what to say. When he died, I felt awful. I regret not reaching out, and it pains me to this day. The lesson for me: Never miss out on a chance to show someone support.

How have you gotten over heartbreak?

My first real heartbreak took me years to recover; it was a very dark time, and I probably still have some trauma there. Committed to never wallowing and going to that place again. Whenever things get heavy in the heart, I look for answers instead. What am I feeling? What is the takeaway? What did I bring to this? What can I be grateful for? And I read as much as possible to better understand and empathize with the other side. I find solace in books on self-development, relationships, psychology, and Buddhist teachings.

What makes you cry?

Jeeze, what doesn’t make me cry? I tear up when I see other people crying, if I laugh too hard, sad pet videos, funny pet videos, music that reminds me of past times, etc. I live in Northern California, which has so many spectacular natural wonders; when I’m still enough to really take in that beauty, I’ll find myself in tears. Sometimes, I even start to well up during a deep meditation from feeling grateful for all the supportive people in my life, the big things, the little things, and all the twists and turns I’ve survived.

How long does the pride and joy of accomplishing something last for you?

It depends on the thing. The more challenging the task or the more I procrastinate, the longer the pride and joy I feel after I finish. But it’s short-lived and usually fleeting.

Do you believe in an afterlife, and if so, what does that look like to you?

I have Catholic roots, but now I align more with Buddhist teachings…we never really die, and our consciousness continues in different forms. After seeing the film Fantastic Fungi, who knows? We might just become mushrooms. I half joke (*not joking) about wanting to be buried in a mushroom suit.

What do you hate most about yourself?

I hate being shy and introverted, especially in bigger groups. I become an observer as more people enter a room, virtually or in real life. I do better in small numbers. That’s when I can be my most authentic self. I wish that wasn’t the case. I’m working on it.

What do you love most about yourself?

I’m easygoing and have a healthy sense of humor. I’m not saying I’m funny but an easy laugh. As a result, it helps people let their guard down and feel at ease, which I love.

What is your absolute favorite meal?

Sushi all day, every day. With so many dietary restrictions, it’s my favorite easy-compliant meal. I miss living by H-Mart. Is it lunchtime yet?