aruliden
A brand strategy and product design consultancy formed by Rinat Aruh and Johan Liden in 2006 to bridge the gap between design and marketing.
Our team includes a variety of backgrounds and nationalities–heck! we speak a total of eight languages as a group and more importantly generate some great work collectively. Like any good game, design is no solo sport.
We think big while staying small and start our process by designing a strategic framework. A framework that is inspired by a simple is better approach because “Making things complicated is easy. Achieving simplicity is tough.” – Bruno Munari
Founders
Johan Liden, originally from Sweden, Johan began his US experience by working for clients such as Birkenstock, Nike, BMW, Nissan, Herman Miller, Hewlett Packard, Microsoft and Toshiba during his tenure at fuseproject. Johan later joined MAC Cosmetics, a division of the Estée Lauder Group, where he was responsible for developing multiple product lines. He was also invited to develop special product categories, including the Sean Jean fragrance, resulting in one of the most successful fragrance introductions to date. He was then recruited by Nike’s Converse division, where he shaped some of our favorite products in the marketplace. Bringing new design directions and explorations within the company’s core product line as well as introducing new platforms.
Rinat Aruh, with her nontraditional approach to design and marketing, Rinat has led and collaborated on diverse projects for retail environments, mobile communications, automotive launches, consumer packaging as well as internet start ups. Before Gap Inc. brought her to work on a new brand initiative as Vice President of Marketing, she 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. Her fashion experience extends to women’s ready to wear label, MaxMara, where she held various positions in the US market. Rinat holds a B.S.B.A. in marketing from Boston University in Massachusetts.
