We build brands, products and experiences that create cultural significance and fuel growth.

News

Our ability to think big, while being small is what makes us special. Each relationship is unique – and we ask the right questions at the beginning to get us to the right solutions at the end. From strategy and insights, innovation and design, all the way through production.

We love working with people who have big aspirations. No one night stands, only deep long-term partnerships. End to end.

Leadership

Aruliden is led by founders Rinat Aruh and Johan Liden together with a diverse and accomplished leadership team.

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  • Rinat Aruh
  • Co-Founder & CEO
  • plus-icon View bio
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  • Johan Liden
  • Co-Founder & CCO
  • plus-icon View bio
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  • Helen Steed
  • VP & Creative Director
  • plus-icon View bio
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  • Jennifer Ebert
  • VP of Design Strategy & Innovation
  • plus-icon View bio
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  • Marc Woollard
  • VP of Brand & Experience
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With her non-traditional approach to design and marketing, Rinat is passionate about developing brands and surfacing them through non-traditional means and design excellence. In 2006, she founded Aruliden with Johan Liden, combining their expertise in product design and brand strategy to pioneer a new approach they coined Producting™. With clients that range from start-ups to Fortune 500 companies, Aruliden brings a unique perspective to the creative process, demonstrating that when brand and design work together they create compelling experiences across all touch points, independent of the category. Aruh has worked with brands such as Google, Newell Rubbermaid, Nike, P+G, BVLGARI and Virginia Black from strategy to product innovation to experience design. She has also led the team in developing their own products in-house, from beautiful glass fishscapes to sport-furniture for brands like PUMA.

Before starting her own agency, Gap Inc. brought her in to work on a new brand initiative as Vice President of Marketing. She also held the position of Global Strategy Manager for MINI Lifestyle at BMW Group in Munich, where she was responsible for product development, brand extensions as well as new business strategies. Rinat also worked on the MINI brand during its US launch at BMW of North America, spearheading a number of initiatives that brought MINI to the forefront of the design world.

Rinat is passionate about working with kids, helping them to use design thinking as a methodology to problem-solving. She also teaches a Products of Design class at The School of Visual Arts in NYC.

Johan Liden is an industrial designer and entrepreneur whose passion for developing innovative new products and bringing thoughful solutions to clients has resulted in award-winning work. In 2006, he founded Aruliden with Rinat Aruh, combining their expertise in product design and marketing to pioneer a new approach they coined Producting™. With clients that range from start-ups to Fortune 500 companies, Aruliden brings a unique perspective to the creative process, believing marketing and design should work together to create a cohesive brand experience for consumers. Liden has worked with companies such as PUMA, Google, Starbucks, Neutrogena, Bernhardt Design and Whoop.

Originally from Sweden, Johan began his experience in the United States by helping build Fuseproject, a San Francisco based design firm, where he worked for clients such as Birkenstock, Nike, BMW, Nissan, Herman Miller, and Microsoft. Liden later joined MAC Cosmetics, a division of the Estee Lauder Group, where he was responsible for developing multiple product lines. He was also invited to develop special product categories, including the Sean John fragrance, which was one of the most succesful fragrance introductions to date. He was subsequently recruited by Nike's Converse division, where he was responsible for shaping some of the most successful products we see today in the marketplace.

Bringing new design directions and explorations within Aruliden's core product line as well as introducing new platforms, Liden's work has been internationally recognized in museums, press and competitions alike.

Helen brings her 25+ years in the lifestyle, fashion + beauty worlds and believes the key to success is developing a close connection to the client’s brand mission and core customer beliefs while learning about the people you work with and constantly surfacing the best work.

Prior to Aruliden, Helen worked as the VP, Creative Director at Glossier where she helped build a new kind of beauty company from the ground up together with the founding team and CEO. Prior to that she led the creative of Bumble and Bumble and Jawbone.

Originally from London where she studied at both the Norwich School of Art and Design and The Royal College of Art, Steed brings a unique vision to the agency with her substantial resume and proven experience.

As Vice President of Design Strategy and Innovation, she leads teams in developing brands and bringing products to market. Jennifer has worked with executives in brand strategy and innovation for 20 years across a range of industries, bringing a combination of insight, design and strategy to revitalize and create brands, as well as develop new products, services, and experiences.

She joins Aruliden from What If Innovation Partners, where she was Director of The Impact Lab, a team dedicated to amplifying impact and innovation storytelling through design and digital research. During her tenure at What If, she developed breakthrough innovation solutions for clients such as American Express, Levi’s, Marriott, and Hasbro. Before What If, she served as US Director of Innovation for global agency FutureBrand, headed the New York office of innovation agency Play, and began her career in advertising for a division of Arnold Worldwide.

Marc works hands-on with the studio’s clients, to create new products, services and businesses that engage people in meaningful ways. He has worked in close partnership with the founders of numerous startups and with leaders of organizations including Apple, Audi, CocaCola, Kate Spade, Levi’s, L’Oreal, Nordstrom, Target, and Tiffany & Co. among others.

Prior to Aruliden, Marc was Co-Founder of VBP Orange and a design lead at IDEO, where he led product and service innovation programs for clients including Diageo, Marriott Hotels and Procter and Gamble.

Marc has appeared as a guest speaker and judge for design industry events and his work has been featured in Bloomberg Business Week, The New York Times and Vanity Fair.

Marc is a graduate of The College of Creative Studies where he studied art direction and photography. An avid collector, Marc can occasionally be found uncrating his latest find in the studio.

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  • Margo Husted
  • CFO & COO
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  • Felix De Voss
  • Design Director
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  • Rogerio Lionzo
  • Design Director
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  • Jason Punches
  • Design Director
  • plus-icon View bio
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  • Brett Tom
  • Design Director
  • plus-icon View bio

Margo’s robust finance and operations experience in the creative space, coupled with a passion for helping businesses grow, is what drew her to aruliden. Margo is responsible for all of aruliden’s financial planning and strategy as well as overseeing and maximizing its operational efficiency. Before joining Aruliden, Margo was the CFO of Redscout where she oversaw the growth strategy, operations and finance. Prior to that, she was CFO at ?What If! Innovation Partners in New York. Earlier in her career, Margo held senior financial and operational posts at New Line Cinema, Napster and Universal Music Group/PolyGram Records. Margo lives in NYC with her family.

Felix de Voss is a Design Director at Aruliden. Since coming to the USA in 2007, Felix has brought his expertise in connecting product, brand and experience to a variety of beauty clients, creating some of the most successful fashion fragrances today.

With an MA in Furniture and Spatial Design from Danmarks Design Skole (now known as The Royal Danish Academy of Fine Arts, School of Design), Felix has worked in Copenhagen on major retail projects for fashion brands, designing retail stores in Germany, Netherlands, Belgium, Sweden, Norway and China. Felix’ work has been chosen for numerous exhibitions in Paris, Berlin, Copenhagen, Stockholm and Toronto.

Rogerio is originally from Brazil where he founded the Mopa studio before moving to New York City in 2009. In New York, he joined forces with Syrup as Art Director and guided the Puma team there to several award winnings campaigns, including the Puma Unity initiative which won a Yellow Pencil at the D&AD. In 2011, Rogerio was invited by HP to create a series of unique artist artworks to be released with every new computer HP produced. Rogerio has also been extensively recognized by his industry peers - he was recently a featured speaker at Trimarchi DG - one of the biggest design conferences in the world.

Jason enjoys challenging the traditional role of a designer, and prides himself on his ability take brand and consumer insights and translate them into strategic, actionable, and effective design solutions. Prior to joining Aruliden, Jason co-founded the design studio Tag Collective, where he worked on a variety of brand experiences, ranging from brand positioning, traditional identity and packaging design to advising and designing startups from the ground up. His work in food and beverage, restaurant, and hospitality design has been recognized in press and publications around the world.

Brett brings his experience in leading design initiatives at New York agencies such as ECCO Design and Smart Design, and also worked in-house at LG Electronics where he helped define the design direction and strategy for many US focused future technology experiences. He joined the Aruliden team to more deeply explore the connection between product design, strategy, and brand experience.

Leadership

Aruliden is led by founders Rinat Aruh and Johan Liden together with a diverse and accomplished leadership team.

Rinat Aruh
  • Rinat Aruh
  • Co-Founder & CEO
  • +View bio

With her non-traditional approach to design and marketing, Rinat is passionate about developing brands and surfacing them through non-traditional means and design excellence. In 2006, she founded Aruliden with Johan Liden, combining their expertise in product design and brand strategy to pioneer a new approach they coined Producting™. With clients that range from start-ups to Fortune 500 companies, Aruliden brings a unique perspective to the creative process, demonstrating that when brand and design work together they create compelling experiences across all touch points, independent of the category. Aruh has worked with brands such as Google, Newell Rubbermaid, Nike, P+G, BVLGARI and Virginia Black from strategy to product innovation to experience design. She has also led the team in developing their own products in-house, from beautiful glass fishscapes to sport-furniture for brands like PUMA.

Before starting her own agency, Gap Inc. brought her in to work on a new brand initiative as Vice President of Marketing. She also held the position of Global Strategy Manager for MINI Lifestyle at BMW Group in Munich, where she was responsible for product development, brand extensions as well as new business strategies. Rinat also worked on the MINI brand during its US launch at BMW of North America, spearheading a number of initiatives that brought MINI to the forefront of the design world.

Rinat is passionate about working with kids, helping them to use design thinking as a methodology to problem-solving. She also teaches a Products of Design class at The School of Visual Arts in NYC.

Johan Liden
  • Johan Liden
  • Co-Founder & CCO
  • +View bio

Johan Liden is an industrial designer and entrepreneur whose passion for developing innovative new products and bringing thoughful solutions to clients has resulted in award-winning work. In 2006, he founded Aruliden with Rinat Aruh, combining their expertise in product design and marketing to pioneer a new approach they coined Producting™. With clients that range from start-ups to Fortune 500 companies, Aruliden brings a unique perspective to the creative process, believing marketing and design should work together to create a cohesive brand experience for consumers. Liden has worked with companies such as PUMA, Google, Starbucks, Neutrogena, Bernhardt Design and Whoop.

Originally from Sweden, Johan began his experience in the United States by helping build Fuseproject, a San Francisco based design firm, where he worked for clients such as Birkenstock, Nike, BMW, Nissan, Herman Miller, and Microsoft. Liden later joined MAC Cosmetics, a division of the Estee Lauder Group, where he was responsible for developing multiple product lines. He was also invited to develop special product categories, including the Sean John fragrance, which was one of the most succesful fragrance introductions to date. He was subsequently recruited by Nike’s Converse division, where he was responsible for shaping some of the most successful products we see today in the marketplace.

Bringing new design directions and explorations within Aruliden’s core product line as well as introducing new platforms, Liden’s work has been internationally recognized in museums, press and competitions alike.

Helen Steed
  • Helen Steed
  • VP & Creative Director
  • +View bio

Helen brings her 25+ years in the lifestyle, fashion + beauty worlds and believes the key to success is developing a close connection to the client’s brand mission and core customer beliefs while learning about the people you work with and constantly surfacing the best work.

Prior to Aruliden, Helen worked as the VP, Creative Director at Glossier where she helped build a new kind of beauty company from the ground up together with the founding team and CEO. Prior to that she led the creative of Bumble and Bumble and Jawbone.

Originally from London where she studied at both the Norwich School of Art and Design and The Royal College of Art, Steed brings a unique vision to the agency with her substantial resume and proven experience.

Jennifer Ebert
  • Jennifer Ebert
  • VP of Design Strategy & Innovation
  • +View bio

As Vice President of Design Strategy and Innovation, she leads teams in developing brands and bringing products to market. Jennifer has worked with executives in brand strategy and innovation for 20 years across a range of industries, bringing a combination of insight, design and strategy to revitalize and create brands, as well as develop new products, services, and experiences.

She joins Aruliden from What If Innovation Partners, where she was Director of The Impact Lab, a team dedicated to amplifying impact and innovation storytelling through design and digital research. During her tenure at What If, she developed breakthrough innovation solutions for clients such as American Express, Levi’s, Marriott, and Hasbro. Before What If, she served as US Director of Innovation for global agency FutureBrand, headed the New York office of innovation agency Play, and began her career in advertising for a division of Arnold Worldwide.

Marc Woollard
  • Marc Woollard
  • VP of Brand & Experience
  • +View bio

Marc works hands-on with the studio’s clients, to create new products, services and businesses that engage people in meaningful ways. He has worked in close partnership with the founders of numerous startups and with leaders of organizations including Apple, Audi, CocaCola, Kate Spade, Levi’s, L’Oreal, Nordstrom, Target, and Tiffany & Co. among others.

Prior to Aruliden, Marc was Co-Founder of VBP Orange and a design lead at IDEO, where he led product and service innovation programs for clients including Diageo, Marriott Hotels and Procter and Gamble.

Marc has appeared as a guest speaker and judge for design industry events and his work has been featured in Bloomberg Business Week, The New York Times and Vanity Fair.

Marc is a graduate of The College of Creative Studies where he studied art direction and photography. An avid collector, Marc can occasionally be found uncrating his latest find in the studio.

Margo Husted
  • Margo Husted
  • CFO & COO
  • +View bio

Margo’s robust finance and operations experience in the creative space, coupled with a passion for helping businesses grow, is what drew her to aruliden. Margo is responsible for all of aruliden’s financial planning and strategy as well as overseeing and maximizing its operational efficiency. Before joining Aruliden, Margo was the CFO of Redscout where she oversaw the growth strategy, operations and finance. Prior to that, she was CFO at ?What If! Innovation Partners in New York. Earlier in her career, Margo held senior financial and operational posts at New Line Cinema, Napster and Universal Music Group/PolyGram Records. Margo lives in NYC with her family.

Felix De Voss
  • Felix De Voss
  • Design Director
  • +View bio

Felix de Voss is a Design Director at Aruliden. Since coming to the USA in 2007, Felix has brought his expertise in connecting product, brand and experience to a variety of beauty clients, creating some of the most successful fashion fragrances today.

With an MA in Furniture and Spatial Design from Danmarks Design Skole (now known as The Royal Danish Academy of Fine Arts, School of Design), Felix has worked in Copenhagen on major retail projects for fashion brands, designing retail stores in Germany, Netherlands, Belgium, Sweden, Norway and China. Felix’ work has been chosen for numerous exhibitions in Paris, Berlin, Copenhagen, Stockholm and Toronto.

Rogerio Lionzo
  • Rogerio Lionzo
  • Design Director
  • +View bio

Rogerio is originally from Brazil where he founded the Mopa studio before moving to New York City in 2009. In New York, he joined forces with Syrup as Art Director and guided the Puma team there to several award winnings campaigns, including the Puma Unity initiative which won a Yellow Pencil at the D&AD. In 2011, Rogerio was invited by HP to create a series of unique artist artworks to be released with every new computer HP produced. Rogerio has also been extensively recognized by his industry peers – he was recently a featured speaker at Trimarchi DG – one of the biggest design conferences in the world.

Jason Punches
  • Jason Punches
  • Design Director
  • +View bio

Jason enjoys challenging the traditional role of a designer, and prides himself on his ability take brand and consumer insights and translate them into strategic, actionable, and effective design solutions. Prior to joining Aruliden, Jason co-founded the design studio Tag Collective, where he worked on a variety of brand experiences, ranging from brand positioning, traditional identity and packaging design to advising and designing startups from the ground up. His work in food and beverage, restaurant, and hospitality design has been recognized in press and publications around the world.

Brett Tom
  • Brett Tom
  • Design Director
  • +View bio

Brett brings his experience in leading design initiatives at New York agencies such as ECCO Design and Smart Design, and also worked in-house at LG Electronics where he helped define the design direction and strategy for many US focused future technology experiences. He joined the Aruliden team to more deeply explore the connection between product design, strategy, and brand experience.

Our Services

Strategy + Innovation

We make brands new. 

  • – Market and Consumer Insights
  • – Applied Forecasting and Trends Analysis
  • – Brand Foundations
  • – Brand Architecture and Positioning
  • – Front End Innovation
  • – Concept Generation

Product Design

We make brands physical.

  • – Design and Development
  • – Prototyping and Production
  • – User Experience
  • – Structural Packaging Design

Experience Design

We make brands engage.

  • – Concept Creation
  • – Retail and Pop-up Design
  • – Brand Environments
  • – Digital Experiences

Branding

We make brands visible.

  • – Identity Systems and Guidelines
  • – Art Direction
  • – Voice, Tone and Messaging

Packaging

We make brands a part of your everyday life.

  • – Concepting
  • – Branding
  • – Structural Design
  • – Prototyping and Production
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Select Clients

From Fortune 100’s to startups, tech to beauty, we partner with businesses spanning a wide range of industries.

  • Google
  • LG
  • Procter & Gamble
  • Verizon
  • St. Regis
  • BVLGARI
  • Shiseido
  • REI
  • WHOOP
  • Q Drinks
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