Aruliden is a brand strategy and product design consultancy formed by Rinat Aruh and Johan Liden in 2006. Rinat Aruh, with her non-traditional approach to design and marketing, has led and collaborated on diverse projects for retail environments, mobile communications, automotive launches, and consumer packaging. Before Gap Inc. brought her to work on a new brand initiative as VP 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. Her fashion experience extends to women's ready-to-wear label, MaxMara, where she held various positions in the U.S. market. Rinat holds a B.S.B.A. in marketing from Boston University in Massachusetts. Johan Liden, originally from Sweden, 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, 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.