Novara Design was built with intention and purpose to help visionary professionals align their inner truth with their outer brand — blending spiritual practice, strategy, artistry, and energetic clarity to create brands that feel as powerful as they look. When we start to understand ourselves, everything else follows. This journey I’ll be walking you through is one I have walked myself. The essence is discovery, longevity, and sustainability. There is no more confusion — only clarity, lightness, joy, and alignment.
Design should be personal and meaningful — it should tell a story.Novara has been developing over the years alongside my own personal journey of self-discovery and alignment. I began to notice that my brand was a true reflection of where I was, both professionally and personally — and then I started connecting the dots.I realised my brand was simply an extension of my soul. From the colour palette to the typography and the entire identity — everything was in visual form.When I combined this soul connection with my design skills, everything started to make sense and flow with ease. We are multi-faceted beings, and our brand needs to reflect that.
My name is Hayley — the founder of Novara Design. Creativity has always been at the center of my life, ever since I was a small child. I would be denying my soul’s purpose if I didn’t share my gift for the arts, so I pursued a career in design at 20 years old. I attended art college and went on to study a degree in Textile Design in London, graduating at 25. After that, I was out in the big world — a little unsure of how to apply my skills or where to go. I faced many rejections from job applications, which eventually led me to the freelance world. There, my skill set expanded from textile design to editorial illustration, logo design, and branding. This journey began to shape me. Even though I didn’t always know how or where I was heading, I knew one thing for sure: I was here to live a life of purpose and creativity, and I wouldn’t stop until that became my reality. Fast forward to 2023 — I started to gain clarity and began to fully see myself as the professional I had become. That’s when Novara was born, evolving from Hayley Jones Studio into Novara Design. (Novara was a name downloaded from my higher self — background story below.) Since becoming Novara, I’ve combined my love for connecting with the higher self and universal energy with design and energetic practices — bringing alignment to both myself and others. Bringing these two loves of my life together has allowed everything to expand. The clarity and inspiration I now experience every day are unmatched. Now, I’m ready to bring this energy to others — and it feels exciting, powerful, and magnetic.
When I was in the UK, before I went traveling in 2023, I began exploring names for an alter ego — something that felt cosmic, yet feminine. I wanted a name that embodied transformation, expansion, and creativity. Through a creative mind-mapping session, I played with keywords like rebirth, cosmic, blossom, and more. That’s when I came across the word Nova — and instantly, I felt a deep connection. I loved everything about it, with every ounce of my being. I knew this was the name for me. In astrology, a nova is a celestial event where two stars orbiting one another cause an increase in brightness, leading to a nuclear explosion of light and energy. This brightness can continue to grow, making the star temporarily the brightest in the sky. The meaning behind nova felt deeply aligned: Transformation — a nova represents a powerful shift, a release of energy, and a burst of new light. Awakening — it symbolizes rebirth and stepping into your power. Illumination — just as a nova lights up the darkness, it brings clarity to what was once hidden — much like my work in brand alignment and soul-purpose. Expansion — the energy of a nova breaks through limitation, becoming something luminous and boundless.
This discovery felt like divine alignment. And when I moved to Australia in 2024, I started seeing the word Nova everywhere — on shops, radio stations, signs — a name I had barely seen before. It felt like confirmation from the universe that I was in full-body alignment with my soul’s mission.To complete the name, I later added “Ra” — to make it feel more poetic and powerful. Ra symbolizes the Sun of God and has deep ancient roots. In Egyptian mythology, Ra represents light, warmth, growth, and the cycle of life, death, and rebirth.The very next day after choosing the name Novara, I attended the final day of the Egyptian exhibition — and there, I found a whole room dedicated to Ra, the sun god. Another cosmic sign.This is alignment. This is me following my soul’s purpose — and leading with heart.
You're a purpose-led founder rooted in creativity, healing, or transformation — someone who craves a brand that reflects who you truly are, values deep conversation and intentional co-creation, and desires to feel proud and aligned every time you share your work with the world.