Design Built on a
New Perspective
True North was born from adversity. Built on the belief that the hardest journeys produce the most meaningful work.
Josh Franey
Founder & Creative Director
From Rebuilding a Life to
Building Brands
In 2000, Josh Franey survived a traumatic brain injury that changed everything. What followed was a long, humbling, and ultimately transformative journey — learning to walk, to speak clearly, to think again. During that time, he found graphic design.
What started as a form of cognitive rehabilitation quickly became an obsession. Josh discovered that design wasn't just about aesthetics — it was about communication, empathy, and story. And after living through a story as raw and real as his, he had a depth of perspective most designers never develop.
True North was founded on those principles: that the best brands aren't just visually polished — they're honest, purposeful, and deeply human. Every client we work with gets not just a logo or a website, but a partner who genuinely cares about what they're building and why it matters.
Based in Victoria, BC, True North now serves clients across Canada and beyond — helping ambitious businesses and entrepreneurs find their brand voice, establish their digital presence, and connect with the people who need them most.
How We Got Here
The Injury
As a teenager, Josh suffered a traumatic brain injury that took everything. He had to relearn how to walk, talk, eat, roll over — even breathe. After fighting back from the ground up, he returned to high school and graduated.
Finding Design
After rehabilitation and graduating from high school, Josh discovers graphic design as both a creative outlet and a path forward. What starts as therapy becomes a calling.
First Clients
Word spreads about Josh's thoughtful, story-driven approach. The first wave of clients arrives, validating the vision. It was the beginning of my freelancing career.
True North is Born
The studio officially launches under the True North name — a reference to resilience, direction, and purpose.
Our Core Values
Empathy First
We start by listening. Understanding your story, your audience, and your goals is the foundation of every project.
Strategic Impact
Great design isn't just beautiful — it performs. Every decision is made with purpose and measurable outcomes in mind.
Authentic Voice
We help you find what makes you distinctly you, then build a brand that expresses that truth consistently.
Modern Visuals
Clean, contemporary design that stands out in today's crowded digital landscape — timeless but never dated.
Ready to Start?
Let's build something great together. Get in touch and we'll find your True North.