Aroluxe
Naming / Brand Identity / Creative Direction / Agency Development
Building a creative agency means bringing together the right people, ideas, and processes—and giving them room to develop.
Aroluxe was a Nashville advertising agency established during a period when traditional advertising and digital marketing were finding new ways to coexist. The involvement began at the foundation: developing the name and identity, establishing creative processes, and building the capabilities needed to serve a growing roster of clients.
The work extended well beyond the agency's own brand. Creative direction and production supported accounts including Grogan Jewelers, Fisker/Karma, and Segway, while the internal operation grew to include younger designers taking on increasingly independent responsibilities.
The opportunity was as much about building a functioning creative department as producing the work itself. Systems, people, and processes had to come together in a way that could continue beyond any one individual.
The work matters. So does building something that allows good work to happen.
2014-2016
