Aruh’s design studio is a brand strategy and product design consultancy formed to bridge the gap between design and marketing. Aruliden’s clients include Motorola, Puma, Microsoft, Oscar de la Renta, Kiehl’s, and Lacoste. The studio’s innovative rethink of school furniture, Tools at Schools, won an IDEA Gold Award, an ICFF Editor’s Award for Design School, and a Good Design Award in 2011. It was also displayed at the Museum of Arts and Design. Before founding Aruliden, Aruh was vice president of marketing at the Gap and global strategy manager for MINI Lifestyle at BMW Group in Munich.