Ray Dao: From overseas student in America to visual “storyteller” at Tesla

The path wasn’t smooth. Ray immersed himself in library work, putting his love for travel on hold to refine his skills. His persistence paid off when he graduated in 2016, receiving the Student of the Year award from the American Society of Graphic Designers — one of the most respected accolades for design students. Offers from major companies soon followed.

But instead of choosing a prestigious name, Ray took a less travelled route, joining GOAT, a fledgling fashion start-up with only around 60 staff. It was a choice that revealed what he truly valued. The creative freedom, willingness to experiment and raw energy of start-up life deeply resonated with him: values he carried into later chapters of his career, including his time at Tesla.

For Ray, design is not a final destination but a continuous narrative. The product, in his eyes, is merely the medium. Whether designing for trainers, cosmetics, electric vehicles or robotics, the pivotal moments in his career have always been fuelled by curiosity rather than the pursuit of status.

“No matter what the product is, if I genuinely connect with it, I can help tell its story, or help bring it closer to the user,” Ray shared. “I think that’s more meaningful than the physical object.” From mobile apps for sneakers to skincare, a field he candidly admits knowing nothing about, to the electric vehicle revolution, his career has never been dictated by a singular product passion. “I’ve never thought, ‘I must work here because I love this.’ What really draws me in is the mission, the work environment, and the people who inspire me.”

At Tesla, the product is only the beginning. “When I joined, the company only had cars. Now we’re developing robots. The Optimus programme is set to launch in the next few years.” What drives him most, though, is how these innovations are reshaping the landscape. “Before Tesla, electric cars were seen as novelty ideas. Now they’re part of daily life. People drive them everywhere, even in Vietnam. That kind of transformation, redefining transportation, feels like a mission worth dedicating yourself to.”

That sense of purpose is evident not just in Ray Dao’s choice to join Tesla, a brand rewriting the rules of global transport, but also in how he builds teams and cultivates innovation. His four and a half years at Tesla’s US headquarters gave him firm grounding in design and product thinking. But when he was transferred to Europe to form a brand-new innovation team during the height of the Covid-19 pandemic, he had to begin again from scratch.

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Ray Dao’s role is no longer limited to design. He now shapes and leads a multidisciplinary team of designers, photographers, editors and copywriters, creatives with diverse ideals and motivations. But rather than managing from a distance, Ray prefers to be “in the trenches” with his team: directly involved in projects, sharing the pressure, and exploring new ideas alongside them.

Mistakes and risks are part and parcel of the design process, and Ray Dao is no exception. “I know the feeling when you have to accept getting it wrong,” he shares. “The first time, it’s always stressful. You think, ‘Oh no, can I fix this, or have I ruined everything?’ But over the years, after making many mistakes, I’ve learnt that it will all be okay,” he concludes. With time, he believes, people develop a kind of instinct: a sense for the situation, rooted in experience. “Now, I can sense what’s worth pushing for, and what’s not. If something isn’t worth it, I’ll choose the safer route. But if it is, even with just a 10 percent chance, I’m ready to take the risk to create something truly memorable, something that excites the team and brings something new. When that chance comes, I’ll take it.”

“You can make mistakes 99 times, but if you get it right once, that’s what people will remember,” he adds. He believes that without the courage to try, you never discover anything new: a mindset he credits to his experience at Tesla.

In his leadership role, Ray Dao places strong emphasis on building a team united by shared spirit. “I think it’s important to hire people who are like you, at least at first. They’re all fearless. They’re all willing to experiment. They’re all here for the mission and the company.” Even as a manager, he keeps a “little flame” of his original passion for design alive: a reminder of where it all began.

From a managerial perspective, he sees his role as not only ensuring the product functions well, but also fostering an environment where creative minds can explore, stumble and grow.

True innovation only comes from risk. In a setting where much can feel predetermined, from product to process, Ray Dao still finds ways to ask questions, challenge the norm, and encourage his team to keep moving forward. The road may not be smooth, but that’s what makes it matter. Not for recognition, but to keep the creative flame alight.

Article published from the original article in Tatler Vietnam June 2025 issue

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