01
Position & direction
A focused foundation: audience, offer, voice, and the principles that make every following choice easier.
Independent design practice · Amsterdam
Digital work with a clear point of view.
I partner with small teams and thoughtful founders to shape brands, websites, and product stories that feel inevitable.
Now booking
Q4 design partnerships
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01 / 07
12
years making useful, distinct digital experiences
34
launches across culture, climate, and technology
1:1
senior attention from first workshop to final handoff
Selected work
Made to be remembered.
A small collection of recent identities and digital releases built around real momentum.
01 / Aster House2025
Brand platform · Website
A home for ideas with momentum.
A new editorial identity and flexible web system for a research-led urban development studio.
View project
02 / Luma2024
Financial clarity for independent people.
Product story · Design system
03 / Field Notes2024
An archive that invites participation.
Identity · Digital archive
What I do
Less noise.
More direction.
The strongest outcomes come from making fewer, sharper decisions together.
02
Identity systems
Visual languages with enough character to lead, and enough structure to work in the real world.
03
Web experiences
Narrative websites that create confidence, make a case, and give your team a practical platform for growth.
The process
A calm route through complex work.
Step 01
Find the signal
We align on the real challenge, map the audience, and identify the clearest route forward.
Output: project compass
Step 02
Build the system
We turn direction into a living identity and experience, testing important decisions early.
Output: working prototype
Step 03
Launch with care
We prepare the details that protect quality after launch: handoff, guidance, and a measured release.
Output: confident team
Maya Chen
Creative director, Northline
A small practice by design
Senior thinking, close to the work.
Northline is led by Maya Chen, an independent creative director who brings in specialist collaborators only when the project needs them. That keeps decisions direct and the work connected from beginning to end.
“Maya gave us a language for what we were becoming — then made it feel completely tangible.”
— Elin Berg, Founder at Aster House
Meet the practiceCommon questions
Before we begin.
Usually small, committed teams with a meaningful shift ahead: a launch, a new offer, a repositioning, or a digital experience that needs more clarity.
Focused identity projects typically run six to eight weeks. Brand and website engagements usually take ten to fourteen weeks, depending on content and technical scope.
Yes. I often work alongside internal marketing, product, and engineering teams, bringing an outside perspective while respecting what is already working.
A short description of where you are, what needs to change, and when you hope to move. A rough budget range is helpful, but not required for a first conversation.
Start a conversation
Make the next move
feel obvious.
Tell me what you are building, changing, or trying to make clearer. I will reply within two working days.
hello@northline.studio