Nico Ruffini

In 2024 I co-founded a commercial insulation brand called Airworks. We identified a need for speciality insulation services for sheet metal companies through challenges we faced at DevonWest (see below).  Pre-launch work included PMF testing, research, whole company brand strategy, designing identity and visual language, setting up the business, hiring our first employees and leasing office space. An all-out sprint to the starting line. The business was profitable within 3 weeks of launch, and continues to grow. I lead daily operations and business development.

Originally published in 2022 as a print book, I wrote and designed Brand Genesis as a DIY resource to help new founders and creatives hone their strategic skills.

It's extremely in-depth, since the goal is to permanently update you with the skillset (and mindset) needed to differentiate any business, service offer or product in a crowded market, attract better customers, and turn your vision into a brand with soul and substance.

The book is an to follow step-by-step guide that distills many of the same methods I've used to build successful brands for myself and my clients for over 15 years. Complete with exercises, detailed work book sections and more. 240+ pages.

This is the resource I wish I had when I was getting started.

Now updated and available as a free digital resource.

I've started a Substack called 'The Lost Art Of'. In this ongoing newsletter I’m planning to share researched insight and unhinged personal thoughts about brand building, creative work and our role as makers in an increasingly decentralized society.

We'll look at the people and movements that shape culture – weird online phenomena; under-the-radar trends; visionary work from artists, designers and brands; the products we covet; the possibilities we fear; and the tidal sweep of forces that architect this beautiful and brutal world.

This entire thing is experimental at this point, and since I have almost no experience writing in this way we’ll just have to see how it progresses. I think where the heart of this endeavour truly lies is in a desire to explore the creative act, and a life lived in its service. To communicate these ideas in an effort to better understand them for myself, and to learn from others.

Joined forces with DevonWest Sheet Metal, a client whose brand I helped plan, design and launch a few years earlier. The company was in need of support in areas of operations, recruiting, finance and marketing. Which I now provide as General Manager. We doubled revenue in 2024 and are pushing to do it again in '25