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.