About Studio Novi

Abundance through
minimalism.

Studio Novi is a creative studio built on one conviction: the person doing the strategic thinking should be the same person doing the creative work. No translation layer. No telephone game. Just the practitioner and the vision.

Thomas Hoffmann
CU Boulder — Environmental Design
Young Designer of the Year. Later returned to teach in the program. Architecture as ecology, not isolated structure.
Built Campworks from a Backyard Shed
Designed the NS-1 — world's first fully electric RV. Featured in Dell global advertising. World Futures Design Awards. Fast Company recognition.
8-Venture Portfolio
Every framework Studio Novi uses has been stress-tested across real businesses — from manufactured housing to premium camp goods to a mountain-town eatery.
Philosophy
When we need less, we open room for more. When we respect natural systems and long-term perspectives, exceptional results follow. Real value is in others, in experience, in presence. Constraint creates capacity. A limited palette is stronger than an open one.
The Origin

Longmont, Boulder,
and ancient rock.

Every studio has a formation story. This one starts in the geology of Colorado's Front Range and the tension between what we build and where we build it.

I grew up in Longmont, Colorado — close enough to Boulder to absorb environmentalist thinking through osmosis, close enough to the mountains to feel them pulling me toward something I couldn't name. Math and ceramics came naturally in high school — the convergence of structural logic and material craft. That combination pointed toward architecture, but not the conventional kind.

At CU Boulder's Program of Environmental Design, I learned to think about buildings as part of a larger ecology — not structures in isolation, but whole systems. I was a provocative student. In a semester centered on LEED certification, I challenged the framework as insufficient and presented the theories of the Living Building Challenge instead — closed-loop waste management, wastewater recycling, buildings that participate in their ecosystems rather than minimizing damage to them.

"Humans can grow nature, not exist outside of it. There is a bridge and a linkage there — between the built and the living — and everything I've built since has been an attempt to find it."

As a student I spent long stretches in Veedauwoo, Wyoming — camping among granite formations that predate human civilization, watching sunsets collide with ancient rock. In those landscapes I could feel the structure of topography and ecology, and see humans as part of it. I could see how a people could live on the land and create structure without the strip mall, or the car, or the interstate. That wasn't nostalgia. It was architecture at the scale of landscape — and it changed how I think about everything.

When I won Young Designer of the Year, it validated the direction. That macro-scale problems look different when approached from micro-scale architectural concepts. That waste cycles as self-contained closed loops, moving across ecosystems, can restore landscapes to unimpacted states. I later returned to teach in the program — an experience that sharpened my ability to articulate design intent and gave me a practitioner's respect for how hard it is to communicate complex ideas clearly.

The Proving Ground

A backyard shed,
a world first.

The NS-1 wasn't just a product. It was proof that a solo founder with craft skills could compete with established companies by out-designing and out-narrating them.

At 25 I was working at EarthRoamer as a woodworker and decided to build a one-piece composite camper in my backyard. I built the shed first, then the camper inside it. The decision to use an induction cooktop spurred the fully electric approach — when solar panels connect directly to the food you cook, something fundamental clicks. That connection between energy source and daily life was the design thesis made physical.

I built Campworks by obsessing over real-world design details in the product during the day, then shifting to narrative, web development, and sales process at night. That feedback cycle — where product decisions informed brand language and brand language informed product decisions — became the operating model I still use.

"The process I use to build brands from nothing is the most valuable thing I can offer. Not as a service. As a practice."

The NS-1 earned global Dell advertising features, World Futures Design Awards, a Fast Company honorable mention, and recognition at the Electrified Expo. More importantly, it proved that excellent materiality, design logic, and efficiency could converge in a single product — and that the same process applies to building a brand as it does to building a camper in a shed.

Principles

How the work
gets done.

Four commitments that shape every project, every client relationship, and every decision about what work to take on.

01
Directness Over Politeness
If an idea isn't working, we say so. If the brief needs reshaping before we touch design, we do that first. This isn't bluntness — it's the same approach I used coaching young athletes. Clear expectations, maintained optimism, and a belief in capability beyond self-imposed limitations. Respectful candor builds trust faster than anything else.
02
Strategy and Craft Are One Discipline
Good aesthetics without strategy is decoration. Good strategy without craft is a slide deck. I learned this building the NS-1 — product by day, narrative by night, each sharpening the other. The visual system is always solving a strategic problem. The strategy is always expressed through material and form.
03
Sensory Honesty
I notice the difference between a flickering fluorescent and dappled light through a canopy. Most people have too much sensory input to register these things anymore. Spaces and brands should honor the human sensory experience — light, texture, weight, rhythm. A limited palette is more powerful than an open one. Discipline creates memorability.
04
Long Relationships Over Projects
The best creative work happens when someone stays close to the brand over time. I don't ship deliverables and disappear. I build retainer relationships where I serve as fractional creative director — staying involved past the handoff, because that's when the real work begins and the real consequences show up.
Who's Behind It

Thomas Hoffmann —
Founder + Creative Director

Studio Novi is built around one core practitioner. That's intentional.

Thomas Hoffmann
Founder · Creative Director · Studio Novi

Environmental designer by training. Builder by instinct. I studied at CU Boulder's Program of Environmental Design — where I won Young Designer of the Year and later returned to teach. I built a world-first fully electric RV in a backyard shed at 25 and turned it into a company that earned global advertising features, international design awards, and recognition alongside the brands I'd grown up admiring.

Today I run an 8-venture portfolio that includes Vital Structures (manufactured housing), Nomadic Systems (premium camp goods), Harris Park Coffee + Eatery, and others. That portfolio — of having to live with creative decisions across real businesses for years — is the practitioner's experience I bring to every client project. I've built brands from nothing. I've had to make decisions that span product, messaging, and operations. I know what happens when the creative work is weak or the strategy is off, because I've felt it.

I work from Colorado mountain country. I backcountry ski in terrain where snow speaks to weeks of weather patterns and ski lines follow eons of geological formation. I believe that abundance comes from minimalism — that when we need less, we open room for more. That when we design for how humans actually experience light, material, and space, we create something worth remembering. That the built world and the living world are not separate systems.

Thomas Hoffmann
Founder, Creative Director · Studio Novi · Colorado
When We Bring In Collaborators
Studio Novi maintains relationships with exceptional photographers, videographers, writers, and specialized creative thinkers who expand project scope when it's called for. You always know who's in the room and why. The creative direction is always ours — the craft is sometimes expanded through the network.
Start Here

Let's talk about
what you're building.

The best starting point is a direct conversation. Tell me about the organization, what you're trying to accomplish, and where the creative work fits in. If it's a fit, we'll both know quickly.

Send a Note Read Studio Notes

studio.hoffmann.co@gmail.com