Creative Director & Marketing Lead — Rurban (formerly Roots Studio)

In 2025, I led the full rebrand of Roots Studio into Rurban — the world's most equitable arts exchange, building transformative partnerships between global artisans and the leading forces in fashion, art, and design.

My scope was wide: visual identity, UX/UI, tone of voice, copy, color systems, typography, and the strategic narrative that held all of it together.

I built the brand's three core identity pillars: Editorial Fashion, Contemporary Art, and Poetic Realism, and translated them into a brutalist, minimalist design language that positions Rurban's offerings as enduring cultural icons. Working closely with engineering and product teams, I bridged the creative and technical worlds across front and back-end, making sure the design and the product actually spoke the same language and met business needs.

I directed the full rebrand photography campaign, from concept through post-production, and oversaw the design and development of The Library — Rurban's flagship product — creating the visual and editorial infrastructure that gives each artisan's work its full context: provenance, cultural history, and the human story behind every piece.

Across every touchpoint: digital, campaign, internal systems, I made sure Rurban's mission landed with the weight it deserved. That creative innovation and cultural heritage don't compete. They complete each other.