Chiamaka Ojechi is co-founder of Paq, a multidisciplinary creative studio based in Brixton, London. Starting life as a creative collective at Ravensbourne University London in 2014, Paq has since attracted work from brands such as Nike, Jordan, Spotify, and Converse. Alongside telling stories through film, print, and experiential mediums, Paq also creates its own apparel. The clothes have earned a noteworthy following, especially after rapper Kendrick Lamar wore the Primary Paq tracksuit onstage at the NBA All Star Weekend in 2018. Read on to discover Chiamaka’s advice on staying true to your core values, building the right team, and making time to ask the big questions.
When you’re running your own business, having a set of core values and a strong sense of who you are can aid your decision making. Rather than creating 5 year plans for her business, Chiamaka Ojechi is guided by the company’s vision, which she explains is “to have autonomy over the stories we tell, whilst supporting our community with integrity.”
Paq stands for purpose, authenticity and quality, the company’s core values. These play out in every piece of work it creates, whether that’s for a client or in-house. “I've had to say no to things that didn’t align with our values or progress our vision,” says Chiamaka. “After all, if we don’t stay true to ourselves, our audience will be able to tell that we’re not being authentic.”
Paq’s authentic approach has also helped it attract clients with a similar mindset, such as Nike. The brand approached Paq in 2016 after seeing its online film series, Baking. “We put everything into Baking, so it became a true representation of what we wanted to create,” says Chiamaka. “And in the end, the project attracted clients who wanted us to create something similar for their brand.”