Aruliden
Aruliden is a New York-based brand strategy and product design studio serving Fortune 100 enterprises and high-growth consumer brands with brand identity, product design, packaging, and digital experience services across offices in New York, San Francisco, and Amsterdam, operating as a subsidiary of Material.
- Company typePrivate
- Founded2006
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Aruliden does
Aruliden is a brand strategy and product design studio founded in 2006 by Rinat Aruh (CEO) and Johan Liden (CCO), headquartered in New York City with additional offices in San Francisco and Amsterdam. The firm designs brands, digital experiences, physical products, and packaging for a client base that spans Fortune 100 enterprises (Google, Verizon, Bulgari, Movado) and high-growth consumer startups (WHOOP, Cécred, Supergoop, Merit, Fi, Compass). Signature engagements include the Google Meet Series One hardware family (Red Dot: Best of the Best 2021), Google Jamboard, WHOOP wearable fitness trackers, the Verizon Gizmo Watch for kids, and identity systems for Marc Jacobs' Perfect fragrance and Beyoncé's Cécred hair-care line.
The studio operates as a multidisciplinary services organization rather than a technology product company. Its capabilities span brand strategy, brand identity development, industrial/product design, packaging design, and digital experience design, delivered by teams of designers, strategists, and creative directors across its three locations. The firm has accumulated a substantial portfolio of design-industry recognition, including Red Dot: Best of the Best, iF Design Awards, D&AD, Fast Company Innovation by Design, Good Design Awards, and 2026 DIELINE Package Design Awards Top Honors (Mienne).
Commercially, Aruliden operates as a professional services firm on a project-based, quote-driven engagement model with multi-year contracts at the enterprise level. It has been a wholly-owned subsidiary of Material, an integrated marketing services platform backed by private equity sponsor Tailwind Capital, since April 2021, while retaining the Aruliden brand identity and founder-led creative leadership. Go-to-market is sales-led and relationship-driven, relying on portfolio visibility, industry awards, and direct outreach to enterprise decision-makers rather than self-serve or productized channels. Revenue figures are not publicly disclosed.
Aruliden firmographics
Firmographics- Name
- Aruliden
- Legal name
- Aruliden
- Website
- https://aruliden.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Aruliden is a New York-based brand strategy and product design studio serving Fortune 100 enterprises and high-growth consumer brands with brand identity, product design, packaging, and digital experience services across offices in New York, San Francisco, and Amsterdam, operating as a subsidiary of Material.
- Ownership category
- akta.pro rank
Aruliden industry classification
Industry- Product category
- Brand and Product Design Services
- NAICS
- Graphic Design Services (54143), Industrial Design Services (54142), Advertising Agencies (541810)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Packaging & Brand Identity Creative Agencies (MPAAAAAN)
- akta.pro secondary industries
- Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG), Exhibition, Retail & Experiential Design (BPAHAKAL)
Keywords
Where Aruliden is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Aruliden business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Design Services: Aruliden generates revenue through project-based design engagements, brand strategy consulting, product design, and experience design services. As a design agency, revenue is derived from client engagements that are typically scoped and quoted on a per-project basis.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Project-based design services with custom quoting |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels4 records
Aruliden product offering
Product offeringCore offering
Aruliden is a design and innovation studio that delivers brand strategy, brand identity design, physical product design, digital experience design, and campaign creation services to enterprise clients and growth-stage brands. Engagements span consumer electronics hardware (Google Meet Series One, Jamboard), brand identity systems for luxury, beauty and fashion clients (Bulgari, Marc Jacobs, Cécred, Merit, Supergoop!), digital experiences (Presidio), packaging systems, and rebranding work. Each project is custom-scoped and delivered by multidisciplinary teams across the studio's New York, San Francisco, and Amsterdam offices.
Product overview
Aruliden is a design and innovation studio that creates brands, products, and experiences. Rather than a single unified product or platform, Aruliden offers design services across multiple disciplines including Brand Design, Digital Experience, Physical Product Design, and Campaign Creation. Their portfolio includes designing hardware products like Google Meet Series One video conferencing devices and WHOOP fitness trackers; branding projects for clients such as Bulgari, Marc Jacobs, and Supergoop!; digital experiences like the Presidio National Park app; and packaging systems for beauty, food, and wellness brands. The studio was acquired by Material in 2021 and operates as 'a Material Company' with headquarters in New York and offices in San Francisco and Amsterdam.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Strategy and Identity Design End-to-end brand strategy and identity design services including narrative development, logo and logotype design, typography systems, color palette definition, brand guidelines, and modular brand identity systems for enterprise clients and emerging brands across luxury, fashion, beauty, technology, and consumer goods sectors.
- Physical Product Design Industrial design and product development services for consumer electronics, wearables, packaging, and physical goods. Includes concept design, prototyping, design for manufacturing, and packaging system design. Past work spans Google Meet Series One hardware, WHOOP fitness trackers, Fi smart dog collars, and Verizon Gizmo Watch.
- Digital Experience Design Digital product and experience design services including website design, mobile and web application design, interactive experiences, site architecture, UX systems, and accessibility-focused design. Past work includes the Presidio National Park digital experience and the Zero fasting app rebrand.
- Campaign Creation Creative campaign services for brand launches, relaunches, and repositioning initiatives, including photography direction, visual storytelling, and integrated campaign systems tied to brand identity work.
- Brand Repositioning and Relaunch Services Strategic repositioning, rebranding, relaunching, and reinvigoration services for established brands entering new stages of growth, new categories, or new audiences. Engagements include heritage brand modernization and direct-to-consumer brand evolution work for clients such as Movado, Supergoop!, and Zero.
Companies that use Aruliden
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Aruliden technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Aruliden partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Google WorkspacecoreAruliden collaborated with Google Workspace on the Google Meet Series One hardware design project. This partnership resulted in award-winning products recognized with Red Dot: Best of the Best designation.
- Studios ArchitectureminorAruliden collaborated with Studios Architecture on the WHOOP headquarters project, combining architectural and design expertise for a comprehensive brand environment.
- Leckie StudiominorAruliden partnered with Leckie Studio on the Arcana mirrored cabins project, combining design studios' expertise for innovative physical experience design.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Aruliden competitors and assessment
Company assessmentDirect peers
- Pentagram: Iconic independently-owned multidisciplinary design firm with a partner-led model across brand identity, product design, and digital experience. Directly comparable to Aruliden in scope (brand strategy + product + digital), premium client mix, and project-based delivery for Fortune 100 brands.
- Wolff Olins: Global brand consultancy delivering brand strategy, identity, and experience design for enterprise clients including Google, NYC, and Samsung. Comparable to Aruliden in enterprise-led, multidisciplinary brand work; former employer of Aruliden VP Michael Greenblatt.
- Mast Studio: Brand and digital design studio creating identity systems and experiences for modern consumer brands. Comparable to Aruliden in integrated brand and digital delivery, and in serving premium direct-to-consumer and enterprise clients.
- Manual: Boutique creative agency delivering brand identity, packaging, and digital design for premium consumer brands. Comparable to Aruliden in packaging-led brand identity work, beauty/luxury client mix, and boutique mid-sized studio scale.
- Order: Independent brand design studio focused on identity systems and packaging for ambitious consumer and culture brands. Comparable to Aruliden in brand identity depth, packaging expertise (Mienne/DIELINE-level work), and mid-sized creative studio positioning.
- 2x4: Boutique design consultancy specializing in brand strategy, identity, and exhibition design for cultural and commercial clients. Comparable to Aruliden in premium, multidisciplinary brand work; former employer of Aruliden VP Michael Greenblatt.
- Collins: Brand strategy and design firm working at the intersection of brand, product, and culture for companies like Nike, Spotify, and Dropbox. Directly comparable to Aruliden in brand-led, culture-forward engagements for premium enterprise and direct-to-consumer clients.
- Redscout: Brand strategy and design firm focused on positioning, identity, and innovation for consumer and tech clients. Comparable to Aruliden in brand-led engagements; former employer of Aruliden VP Michael Greenblatt.
- IDEO: Pioneering design and innovation firm spanning product, brand, and digital experience for global enterprises. Closely comparable to Aruliden in multidisciplinary studio model and focus on purpose-driven, end-to-end design engagements for Fortune 100 clients.
Broad incumbents
- Designworks (BCG): Design and innovation consultancy within Boston Consulting Group serving automotive, healthcare, and consumer industries. Comparable to Aruliden in multidisciplinary design capability, but operates as a scaled incumbent embedded within a global strategy firm.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Aruliden social profiles
Digital presenceAruliden financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aruliden leadership team
Management profileNumber of profiles
Profiles4 records
Aruliden funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aruliden M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aruliden
What does Aruliden do?
Aruliden is a design and innovation studio that delivers brand strategy, brand identity design, physical product design, digital experience design, and campaign creation services to enterprise clients and growth-stage brands. Engagements span consumer electronics hardware (Google Meet Series One, Jamboard), brand identity systems for luxury, beauty and fashion clients (Bulgari, Marc Jacobs, Cécred, Merit, Supergoop!), digital experiences (Presidio), packaging systems, and rebranding work. Each project is custom-scoped and delivered by multidisciplinary teams across the studio's New York, San Francisco, and Amsterdam offices.
Is Aruliden a public or private company?
Aruliden is a private company. It is classified as corporate owned and is currently operating.
When was Aruliden founded?
Aruliden was founded in 2006. It employs 51 to 100 people.
Where is Aruliden based?
Aruliden is headquartered in New York, United States, in the North America region.
How does Aruliden make money?
One revenue line is on record: design Services.
Who are Aruliden's main competitors?
Direct peers on record are Pentagram, Wolff Olins, Mast Studio, Manual, Order, 2x4, Collins, Redscout and IDEO. Designworks (BCG) is listed as a broad incumbent.
Does Aruliden have an API?
No public API is recorded for Aruliden.
What industry is Aruliden in?
Aruliden's product category is Brand and Product Design Services. Its primary akta.pro industry code is MPAAAAAN, Packaging & Brand Identity Creative Agencies, with a secondary code of MPAAAEAG, Environmental & Experiential Brand Design (Retail/Exhibit/Signage). Its NAICS code is 54143 and its SIC code is 7330.