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Usually with these kinds of firms you’d want to have a product design background to apply for a job, but I think at Aruliden that may not be necessary.

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I feel as though I’ve been coming across a lot of innovation design firms lately. I guess it must be a growing field, which makes sense considering that design-focused companies like Apple are making a killing lately. Today we’re taking a look at Aruliden, a New York City based “brand strategy and product design consultancy formed by Rinat Aruh and Johan Liden in 2006 to bridge the gap between design and marketing.” They’re a small firm, but they make up for it by working with big name clients like Motorola, Jaguar, MINI Cooper, Microsoft, Starbucks, and Volkswagen. And not suprisingly, the work that Aruliden has done for these clients is just as impressive as the names of the clients. There’s the Motorola Sparrow and there’s retail strategy for Starbucks. Then there’s Areaware Clips and Scoot, Hydrogen Scooter. As you can see, Aruliden is always working on cool stuff.

Are You Aruliden?

If I had to compare Aruliden to some of the other innovation firms that we’ve featured, I’d say that Aruliden leans a bit more towards the marketing side than most. If you take a look at their capabilities, you’ll see that they list Strategy, Marketing, Product Design, Brand Identity, Packaging, Research, and User Interface (all done in eight languages) in that order. Still, it seems to me that Aruliden is very much in the camp of people who believe that the product is the marketing. Aruliden doesn’t get specific about what kind of jobs they offer, but their Contact page does encourage interested people to apply to jobs@aruliden.com. Usually with these kinds of firms you’d want to have a product design background, but I think at Aruliden that may not be necessary. (For instance they’re currently looking for a Strategy Intern, a position that doesn’t require design skills.)

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Which of Aruliden’s projects do you like most?

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