Studio
We are
North Studio.
North Studio is a brand strategy and visual identity studio based in east London. We work with independent businesses, cultural institutions, and ambitious startups who want a brand that actually earns its place — one that is specific, resilient, and built to last.
Founded in 2019 by James Okafor after eight years leading identity projects at Wolff Olins, the studio operates on a simple principle: the best creative work comes from understanding a business well enough to be honest with it. We are not in the business of producing work that looks good in an award entry. We are in the business of making brands that work.
How we think
Specificity over style.
Generic brands fail because they are designed to offend nobody. We design for a specific audience in a specific context, and the work is better for it. Every decision should be answerable with a reason that has nothing to do with personal taste.
Longevity over novelty.
Trend-following is the fastest route to irrelevance. We make work that is contemporary without being fashionable — identities that are still doing their job five years after we hand them over, without requiring a rebrand every time the design press moves on.
Directness over diplomacy.
The most useful thing a studio can do is tell a client what it honestly thinks, including when the answer is uncomfortable. We do not present three options when one is correct. We say what we think, explain why, and remain open to being wrong.
The people
James Okafor
Founder & Creative Director
Spent eight years leading identity projects at Wolff Olins before founding North in 2019. Works across every project at the strategic and creative level.
Elena Voss
Strategy Director
Former brand consultant at Interbrand, now leads all positioning, naming, and messaging work. Keeps every project honest about what it is actually trying to do.
Tom Nakamura
Design Lead
Typography obsessive with a background in editorial and packaging design. Responsible for the visual quality of everything that leaves the studio.
Yara Fielding
Senior Designer
Leads on environmental graphics, print production, and wayfinding. Has a particular expertise in making constrained budgets look considered rather than compromised.