design/leader: Studio Noel founder Michelle Noel
6 June, 2025
In our weekly interview series, design leaders answer five questions about design, and five questions about leadership.
Michelle Noel is the founder and strategy director at London branding and design agency Studio Noel, whose clients include Centrepoint, the Natural History Museum, and Imperial College London.
Design
What would your monograph be called?
I actually asked my team about this one, and this is what they came up with – That Pencil Better Be Sharp. This may be down to me only ever writing in pencil and them taking the piss!
What recent design work made you a bit jealous?
It’s not recent, but I still love Pentagram’s Battersea Cats and Dogs home rebrand. I love the energy in the identity and the illustrative approach which feels really expressive and representative of all the different breeds.
What’s an unusual place you get inspiration from?
It’s always been about going outside and getting away from the screen. Walking helps me get inspired as it gives my mind the ability to be still, and I find then that ideas naturally come.
Name something that is brilliantly designed, but overlooked.
The pencil sharpener. There are some beautifully designed old ones that are really interesting in how they work.
What object in your studio best sums up your taste?
We commissioned Rachel Joy to create a piece of art for our studio. I love the bold typography and colour palettes that she uses in all of her signwriting artwork.
Studio Noel’s Rachel Joy artwork
Leadership
What feedback felt brutal at the time but turned out to be useful?
When we first started out as an agency, our website and logo were intentionally minimal. But during a pitch, a client casually remarked, “We didn’t really have a brand identity.”
It was a passing comment, but it stuck with me. I realised that while we were focused on our clients, our own identity wasn’t shining through, especially in our proposals. That moment prompted a shift.
We went back to refine and strengthen how we presented ourselves, making sure our brand was clear, consistent and confidently expressed in everything we created from that point on.
What’s an underappreciated skill that design leaders need?
Leadership is about stepping back and giving others the space to grow. Creating room for more junior team members to try and even fail. This accelerates their development and builds confidence.
We’ve also learned that great ideas can come from anyone in the business, regardless of their role or level. Embracing that mindset has been key to our agency’s growth.
What keeps you up at night?
Often it’s an idea or opportunity sparked by something I’ve read. It could be a new way to approach a strategy, a shift in how we work, or even a big-picture concept that could shape our growth.
What trait is non-negotiable in new hires?
We’re looking for curious, collaborative individuals eager to learn and grow with us. There’s no room for big egos. As we grow the business, we want people who are just as invested in shaping its future.
Complete this sentence, “I wish more clients…”
….prioritised accessibility in their branding. We do a lot of work in this area, including training teams on both the client and agency side, and we’ve seen first-hand how powerful it can be.
Often, the barrier is simply a lack of knowledge, both in what makes a brand accessible and in the broader benefits, like significantly increasing audience reach. With nearly one in five people in the UK living with a disability, that’s a huge portion of their audience that could be unintentionally excluded.
Brands in this article
What to read next
design/leader: OCCA founder Kate Mooney
Interior Design
8 May, 2025
#designleader #studio #noel #founder #michelledesign/leader: Studio Noel founder Michelle Noel
6 June, 2025
In our weekly interview series, design leaders answer five questions about design, and five questions about leadership.
Michelle Noel is the founder and strategy director at London branding and design agency Studio Noel, whose clients include Centrepoint, the Natural History Museum, and Imperial College London.
Design
What would your monograph be called?
I actually asked my team about this one, and this is what they came up with – That Pencil Better Be Sharp. This may be down to me only ever writing in pencil and them taking the piss!
What recent design work made you a bit jealous?
It’s not recent, but I still love Pentagram’s Battersea Cats and Dogs home rebrand. I love the energy in the identity and the illustrative approach which feels really expressive and representative of all the different breeds.
What’s an unusual place you get inspiration from?
It’s always been about going outside and getting away from the screen. Walking helps me get inspired as it gives my mind the ability to be still, and I find then that ideas naturally come.
Name something that is brilliantly designed, but overlooked.
The pencil sharpener. There are some beautifully designed old ones that are really interesting in how they work.
What object in your studio best sums up your taste?
We commissioned Rachel Joy to create a piece of art for our studio. I love the bold typography and colour palettes that she uses in all of her signwriting artwork.
Studio Noel’s Rachel Joy artwork
Leadership
What feedback felt brutal at the time but turned out to be useful?
When we first started out as an agency, our website and logo were intentionally minimal. But during a pitch, a client casually remarked, “We didn’t really have a brand identity.”
It was a passing comment, but it stuck with me. I realised that while we were focused on our clients, our own identity wasn’t shining through, especially in our proposals. That moment prompted a shift.
We went back to refine and strengthen how we presented ourselves, making sure our brand was clear, consistent and confidently expressed in everything we created from that point on.
What’s an underappreciated skill that design leaders need?
Leadership is about stepping back and giving others the space to grow. Creating room for more junior team members to try and even fail. This accelerates their development and builds confidence.
We’ve also learned that great ideas can come from anyone in the business, regardless of their role or level. Embracing that mindset has been key to our agency’s growth.
What keeps you up at night?
Often it’s an idea or opportunity sparked by something I’ve read. It could be a new way to approach a strategy, a shift in how we work, or even a big-picture concept that could shape our growth.
What trait is non-negotiable in new hires?
We’re looking for curious, collaborative individuals eager to learn and grow with us. There’s no room for big egos. As we grow the business, we want people who are just as invested in shaping its future.
Complete this sentence, “I wish more clients…”
….prioritised accessibility in their branding. We do a lot of work in this area, including training teams on both the client and agency side, and we’ve seen first-hand how powerful it can be.
Often, the barrier is simply a lack of knowledge, both in what makes a brand accessible and in the broader benefits, like significantly increasing audience reach. With nearly one in five people in the UK living with a disability, that’s a huge portion of their audience that could be unintentionally excluded.
Brands in this article
What to read next
design/leader: OCCA founder Kate Mooney
Interior Design
8 May, 2025
#designleader #studio #noel #founder #michelle
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