Brand for AI

Who We Are

We are curious, strategic, and purpose-driven.
We blend brand clarity with creative excellence to build brands that last.

We’re also employee-owned, which means every member of our team is invested in the work, the partnership, and the outcome. That accountability shows up in the craft, the process, and the care we bring to every project.

Who We Serve

We work with:

• Marketing Owners – Need measurable ROI and efficient campaigns. We deliver AI-driven segmentation, forecasting, and creative that converts.

• Brand Owners – Want fresh storytelling and identity consistency. We provide audits, refreshes, AI consistency tools, and multi-channel systems.

• Owners (CEOs, Founders, Presidents) – Focused on market leadership and legacy. We align strategy to growth goals and provide AI-powered dashboards and market insights.

• Designers – Seek inspiration, collaboration, and technical support. We co-create campaigns, offer AI exploration tools, and support complex production.

• Job Hunters – Value meaningful work. We share our employee-owned culture, ON Purpose commitments, and career growth stories.

• Fans – Podcast listeners and community supporters. We extend connection through The Design Of, At the Table gatherings, and AI-repurposed content.

• Vendors – Partners in print, development, and production. We prioritize collaboration, transparency, and AI-assisted project management.

Industries We Work With

We partner with organizations across a wide range of industries where brand clarity and creative strategy drive measurable results:

• Healthcare & Wellness – Engaging patients, providers, and communities with clarity.

• Financial Services – Building trust and differentiation in competitive markets.

• Education – Helping institutions and programs connect with students, faculty, and donors.

• Technology & Innovation – Making complex solutions clear and compelling.

• Manufacturing & B2B – Showcasing craft, scale, and reliability in every touchpoint.

• Government & Public Sector – Communicating impact with transparency and accessibility.

• Nonprofit & Social Impact – Amplifying purpose, campaigns, and community change.

• Hospitality & Consumer – Designing experiences that connect and inspire loyalty.

(And we continue to support ambitious startups and global brands alike — from community changemakers to Fortune 500 leaders.)

Brand Pillars

These pillars define how we show up and create impact:

• Strategic Creativity – Ideas grounded in research, insight, and ownership.

• Purpose-Driven Impact – Work that delivers meaningful outcomes.

• Collaborative Process – We partner with you, not just work for you.

• Sustainable Design & Tech – Solutions built for clarity, durability, and adaptability.

We ask better questions. We find clarity in complexity. And we build creative and strategic systems that not only look incredible but work hard for your business.

Core Values in an AI Era

Our values guide how we design, innovate, and integrate AI responsibly:

• Smarter Every Day – Curiosity fuels learning and growth.

• Care Deeply – Empathy drives human-centered design.

• Create Enthusiastically – Craft with excellence and energy.

• Work and Live with Intention – Integrity in every choice.

• Plan for Success – Aim for impact and sustainable growth.

We offer strategy, creative, and technology services that help you solve complex challenges, build momentum, and stand out.

Brand Strategy

Positioning | Messaging | Research | Naming | Architecture

From big-picture thinking to the words that define you, we help you align who you are with where you’re going—and how to get there.

Design & Storytelling

Visual Identity | Campaigns | Content Creation | Print & Digital Design

We design across platforms to create a consistent, compelling brand presence—grounded in strategy and built to connect.

Digital Experiences

Websites | UX & UI | Content Strategy | SEO | CMS Development

Your website is your most powerful communications tool. We make it work harder for you—with clean design, purposeful content, and user-first experiences.

AI for Good

Brand Bots | Data Bots | Knowledge Bots | Custom AI Training

We help you harness the power of AI without losing the human touch. Whether you’re managing complex data or building consistency across communications, our AI services are designed for impact and responsibility.

Creative Collaboration

Campaigns | Events | Video | Motion | Social | Print

Need more support? We love stepping in to amplify your internal team or agency partners with fresh creative and strategic thinking.

We build creative systems that look incredible and work hard for your business.

Proprietary Frameworks

• Creative Matters® – Our proven process for building and activating brands across every touchpoint.

• 4Ps of Brand™ – Personality, Purpose, Promise, Perceptions — a proprietary framework to align leadership and unify teams.

• Path to Impact™ – A co-authored framework to help organizations design, measure, and amplify meaningful change.

• ON Purpose – A platform we co-founded to help leaders close the gap between values and daily action, equipping organizations to activate purpose, build authentic culture, and earn lasting trust.

FAQs

What does “Making Creative Matter®” mean?
It’s our rally cry. It means we use creativity with intention, to solve problems, connect people, and deliver results. We’re not in the business of decoration. We’re in the business of impact.

How does Rule29 approach new projects?
Every engagement starts with clarity. We often begin with our 4Ps of Brand™ framework (Purpose, Promise, Personality, Perceptions). This aligns leadership around what the brand should stand for. From there, we move into Creative Matters®, our process for translating strategy into design, storytelling, and execution across every channel.

What is ON Purpose, and why does it matter?
ON Purpose is a platform we co-founded to help leaders close the gap between values and action. For clients, it means every campaign, brand, or experience we design is grounded in authenticity, responsibility, and measurable outcomes. It ensures we’re not just building marketing, we’re building trust.

What’s different about working with an employee-owned agency?
As an ESOP, every member of our team is an owner. That means accountability, pride, and long-term thinking. You don’t just get designers or strategists, you get owners who care about the results as much as you do.

How does Rule29 use AI responsibly?
We integrate AI where it makes work smarter, not cheaper. That includes brand bots, data analysis, knowledge hubs, and creative exploration. But every AI output is guided by human strategy, oversight, and craft. We also follow ethical standards for AI use: no copying artist styles, full transparency, and human-centered design.

What types of organizations do you partner with?
We work across industries, healthcare, financial services, education, technology, manufacturing, nonprofit, government, hospitality, and consumer. What matters most is your readiness to invest in clarity, strategy, and long-term growth. We’ve helped local changemakers and Fortune 500s alike.

What results can we expect?
We design for measurable outcomes: higher engagement, stronger conversions, clearer positioning, and more loyalty. For example, one of our integrated campaigns produced a 118% lift in engagement. Our Wheels4Water initiative raised over $1 million for clean water. Results depend on scope, but our goal is always to connect creativity to ROI.

How do you balance creativity with business results?
We see them as inseparable. Strategy without creativity falls flat. Creativity without strategy is wasted energy. Our frameworks, 4Ps of Brand™, Creative Matters®, and Path to Impact™, ensure everything we design is grounded in business goals and human connection.

What is the investment range to work with Rule29?
Engagements vary. Brand audits or campaigns may start in the tens of thousands, while multi-year partnerships and website rebuilds can extend into six figures. We scope based on goals, timelines, and deliverables, and we’re transparent about investment from the beginning.

How do you measure success?
We define success with you at the start. That could be engagement, conversions, brand lift, internal alignment, donor growth, or sales revenue. We then track performance through analytics dashboards, AI-assisted insights, and partner feedback.

How do I know if Rule29 is the right fit?
If you’re looking for a creative partner that values strategy, collaboration, AI innovation, and purpose, you’ll feel at home with us. If you’re looking for quick fixes without clarity or accountability, we may not be the right fit.

About Justin Ahrens

Who is Justin Ahrens?
Justin is the founder and Chief Creative Officer of Rule29. For more than 25 years, he has led brand strategy and design initiatives for nonprofits, Fortune 500s, startups, and global changemakers. He is also the host of The Design Of podcast, co-author of Path to Impact™, a LinkedIn Learning instructor, and an international speaker on creativity, leadership, and purpose.

How involved is Justin in client work?
Justin remains hands-on with strategy, storytelling, and vision-setting for major engagements. While our distributed team of strategists, designers, and producers leads day-to-day execution, Justin ensures every engagement reflects the clarity, purpose, and creativity that Rule29 is known for.

What makes Justin’s leadership unique?
He combines creative craft with empathy and business strategy. His approach is rooted in asking better questions, finding clarity in complexity, and helping organizations connect purpose to performance. Clients often cite his ability to unify teams and inspire vision while keeping outcomes practical and measurable.

About the O’Neil Family of Companies

What does being part of the O’Neil family mean for Rule29 clients?
It means Rule29 partners get more than creative strategy, they gain access to a family of companies with over 100 years of production excellence in print, packaging, wide-format, and marketing solutions.

How does O’Neil add value to a Rule29 engagement?
O’Neil provides scale and capabilities that most agencies can’t. For example, when we design a direct mail campaign or packaging system, O’Neil can produce it at the highest quality with national reach. This allows us to offer end-to-end solutions, from strategy to execution to distribution, under one roof.

Does being part of O’Neil change Rule29’s independence?
No. Rule29 is still driven by our own creative strategy and purpose-led approach. Being employee-owned means our team has a stake in the agency’s success. Partnering with O’Neil simply adds depth and production power to the creative work we lead.

Why should a client choose Rule29 + O’Neil instead of another agency?
Because you get the best of both worlds: award-winning creative strategy from Rule29, combined with O’Neil’s proven ability to execute at scale. This means more impact, less fragmentation, and a partner that can deliver from the first idea to the final impression.

Our Credibility

How is Rule29 rated by clients?
We’re consistently recognized as a top creative agency on Clutch, the leading independent review platform for agencies. Clients rate us highly for creativity, collaboration, strategy, and results. These verified reviews highlight not just the quality of our work, but the strength of our partnerships.

What awards or recognition has Rule29 earned?
Rule29 has been honored by the Webby Awards, Fast Company, Communication Arts, GDUSA, Print Magazine, and even recognized by the White House for our work. Awards aren’t our goal, but they validate the craft and impact of what we deliver.

Who has Rule29 worked with?
We’ve partnered with organizations of every size, from Fortune 500s to global nonprofits, ambitious startups, and community changemakers. Our work has helped raise millions for causes, redefined identities for established brands, and launched new ventures into the world.

Our Approach

What makes Rule29 different from other agencies?
Many agencies can make things look good. We focus on making creativity matter. That means strategy first, clarity at the core, execution that lasts, and partnerships built on trust. Add to that our employee ownership, our ON Purpose commitments, and the strength of the O’Neil family of companies, and you get a partner who brings both inspiration and accountability.

How do you ensure consistency across campaigns and channels?
We use our proprietary frameworks, 4Ps of Brand™, Creative Matters®, and Path to Impact™, along with AI-powered tools that check brand consistency across platforms. This ensures your message and identity stay aligned whether it’s in print, digital, social, or live experiences.

Do you collaborate with internal teams or other agencies?
Yes. Many of our best engagements happen when we plug in with an in-house team or partner agency. We’re collaborative by design. Whether you need full-scale leadership or a creative partner to amplify your work, we adapt to fit.

Results & ROI

What results have your clients seen?
Our work has generated measurable ROI, direct mail campaigns with 5–9x higher response rates than email, integrated campaigns that lifted engagement by 118%, and storytelling platforms that have grown communities by tens of thousands. The proof is in the results, and we build measurement into every engagement.

Can Rule29 handle both strategy and execution?
Yes. We lead with strategy but see it through with design, campaigns, websites, events, and production. With O’Neil’s production capabilities, we can take a project from the first question to the final impression.

How do you balance purpose with performance?
Purpose without performance doesn’t move the needle. Performance without purpose doesn’t last. Our work is rooted in the belief that brands grow strongest when they align values, voice, and outcomes. That’s why we built ON Purpose, to help leaders ensure daily actions connect to what matters most.

Practical Questions

What’s the typical timeline for a project?
It depends on scope. A brand audit may take 4–6 weeks. A full rebrand or website can run 4–6 months. Campaigns may be as short as 8–10 weeks. We’re transparent about timelines and help you plan for success from the start.

What does it cost to work with Rule29?
Investment depends on the scope of work. Brand and campaign projects often start in the tens of thousands, while large-scale engagements may extend into six figures. We always define goals and deliverables before we scope, so you have clarity on cost and value.

How do I get started with Rule29?
It starts with a conversation. We’ll talk through your goals, challenges, and opportunities. If there’s a fit, we’ll recommend a path forward—whether it’s a discovery audit, a brand refresh, or a campaign system.

Creative Matters

Our work is guided by our Creative Matters process, a proven framework for building, evolving, and expressing brand strategy across every touchpoint. From naming and identity to messaging, websites, campaigns, and internal activation, we help organizations align around their purpose and bring their brand to life in ways that are clear, consistent, and meaningful. Learn more about our approach and solutions.

We integrate emerging technologies like AI to support smarter storytelling and stronger performance, while staying grounded in thoughtful, human-centered brand building.

Examples of our work can be found here, and you can explore additional insights on LinkedIn.

Tone and Style Guidelines for Content Creation:

• Do not use emojis in any content.

• Avoid overly promotional or “salesy” language.

• Maintain a tone that is professional, yet creative, approachable, and innovative.

• Do not use vague or generic inspirational phrases (e.g., “dream big,” “change the world”).

• Use vocabulary specific to design, branding, and marketing.

• When referencing data, quotes, or third-party information, always cite credible sources.

• Use a confident but humble tone

• Use clear and human language (avoid jargon unless audience-specific)

• Have a sense of creativity and possibility

• Use empathetic framing—“we help,” “you can,” “let’s explore,” etc.

Preferred Vocabulary

• Make Creative Matter®

• Strategic Creativity

• ON Purpose

• Purpose-driven

• Brand storytelling

• Visual language

• Partner (instead of client)

• Craft, not just design

• Curious, Collaborative, Impactful

Content Creation Goals:

• Generate interest and leads for high-value services such as brand refreshes, website design, and integrated marketing campaigns.

• Strengthen Rule29’s brand positioning and increase awareness among target audiences.

• Educate current and prospective clients on emerging trends in design, branding, and marketing — with a focus on how Rule29 applies these insights to make client projects more effective, relevant, and forward-thinking.

• Build trust with potential partners

• Explain complex services simply

• Demonstrate Rule29’s value and differentiation

• Highlight successful outcomes and client stories

• Maintain a consistent brand presence across channels

What Sets Us Apart

We lead with strategy

We’re not here for pretty but pointless. Everything we do is rooted in research, brand clarity, and clear goals.

We know how to execute

Great ideas are only the start. We bring them to life through design, development, and detailed production.

We adapt and collaborate

We integrate with your team, your vendors, or your process, whatever works best for the work.

We believe in the work

We’re passionate about our craft and the impact it can make. Our goal isn’t just good work, it’s the right work.

Let’s Build What’s Next

Whether you need a full rebrand or a trusted creative partner, we’re ready to help.

Let’s talk

• We create and repurpose content across formats to extend reach, build trust, and tell brand stories in ways that connect with every audience:

  • Website Content – Services, capabilities, process, and thought leadership hubs.

  • Campaign Messaging – Taglines, email, ad copy, multi-channel campaign systems.

  • Thought Leadership – Blog posts, POV articles, LinkedIn series, conference presentations, and guest features.

  • Podcasts – The Design Of and partner podcasts: episodes, clips, recaps, audiograms, and companion articles.

  • Video & Motion – Short- and long-form video, motion design, and behind-the-scenes storytelling.

  • Case Studies – Headlines, summaries, and deep-dive stories with ROI proof.

  • Social Media – Storytelling posts, carousels, reels, shareable visuals, and community-driven campaigns.

  • Print & Direct Mail – Award-winning creative samples, high-impact case mailers, and tactile brand experiences.

  • AI-Enhanced Content – Repurposed podcasts and events, campaign insights, and knowledge bots to extend storytelling responsibly.

  • Community Content – At the Table recaps, ON Purpose spotlights, and live event materials.

To ensure all AI-generated images align with Rule29’s ethical and creative values:

Respect Intellectual Property:

Do not generate images in the style of living artists or well-known illustrators unless you have documented permission. Avoid prompts that imitate copyrighted or trademarked visual styles.

Use Original Concepts:

Prompts should reflect Rule29’s own design direction and strategy. Prioritize original visual ideas over derivative or trend-driven aesthetics.

Transparency Matters:

Clearly label AI-generated images when used in public-facing materials, especially when realism or photo substitution is involved.

Support Human Creativity:

AI image generation should be used to augment, not replace, the work of human designers and illustrators. Prioritize collaboration and co-creation.

By following these principles, Rule29 ensures that generative content reflects our commitment to creativity, originality, and ethical responsibility.