Clouds
Illustrated portrait of Juno Pell

LV 11 · Product designer, illustrator

Character sheet

Hi, I’m Juno. I design things and then I draw on them.

I have spent eleven years making apps, brands and picture books for small teams: sailors, potters, café owners, museum curators and one very patient tram network. I work from a two-desk studio above a bakery in Leith, Edinburgh.

Home base

Leith, Edinburgh

Class

Designer · Illustrator

Speaks

English, Spanish, pencil

Alignment

Kind but direct

Weakness

Good stationery

Special move

The one-page plan

Origin story

How I got to the island.

Five save points. Each one taught me something I still use on every project.

Five save points. Each one taught me something I still use on every project.

2015

A print shop in Dundee

I learned kerning by hand, on real paper, with a boss who circled every mistake in red.

2017

First app, first users

A small studio let me design a bus-times app. People used it at 6 a.m. in the rain, and that changed how I design.

2019

Going freelance

Two clients, one laptop and a spare room. I started mentoring the same year, and have never stopped.

2022

The museum

The Halden wayfinding project proved that the best interface is sometimes a painted line on the floor.

2025

Tidebook and the Golden Cup

Product of the Year for a sailing planner tested on a real boat. The award sits next to the kettle.

The Workshop · Home base

Where the quests begin.

A two-desk studio above a bakery. Mornings are for drawing, afternoons for screens, Fridays for tea with whoever drops by.

A two-desk studio above a bakery. Mornings are for drawing, afternoons for screens, Fridays for tea with whoever drops by.

Pencils and a blank sheet on a desk
A wall of maps and notes
Watercolour paints and sketches on a table

Party

People who have joined the quest.

Clients and collaborators, in their own words.

Clients and collaborators, in their own words.

Juno spent a day on our boat before drawing a single screen. That day is the reason the app works.

Portrait illustration

Marta Ruiz

Founder, Tidebook Labs

We went from 46 reports to 5. Our café owners stopped dreading Monday mornings. So did we.

Portrait illustration

Otis Ajayi

Head of Product, Ledgerline

The red line on the floor did what ten years of signs could not. Visitors just follow it and smile.

Portrait illustration

Priya Nair

Director, Halden Maritime Museum

Every fortnight for two years, Juno asked me one question I could not answer. Now I ask my team the same ones.

Portrait illustration

Ben Carrow

Senior designer, once a mentee

She built a clay tree so the light would match on every page. Nobody asked her to. That is the whole point.

Portrait illustration

Lena Voss

Editor, Bramble Press

The prototype came with timing values we could paste straight into code. Best handover I have ever had.

Portrait illustration

Sol Mensah

Engineering lead, Brightwell

Clouds

Juno

Want to join the party?

Tell me about the problem, the people and the deadline. I reply within two days, usually with a sketch.

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