ABOUT
New Rodeo is a multidisciplinary design studio committed to building brands and digital experiences that matter. We are a partnership of seasoned strategists and creators who have spent decades at the helm of global consumer brands and high-scale technology platforms.
We believe that exceptional work happens at the intersection of craft and utility—where visual storytelling meets the rigor of modern product strategy. Whether we are providing fractional leadership, navigating the frontier of AI+Design, or crafting a dynamic visual identity, our mission is the same. We help our partners solve complex problems, seize new opportunities and create lasting growth.
FOUNDERS
JON ARON
Jon has spent over 20 years at the intersection of business strategy and creative services. Before founding New Rodeo, he served as Senior Vice President of UX & Design at Red Ventures, where he spent 13 years building and leading the multidisciplinary teams responsible for the digital evolution of some of the world’s largest brands within the internet, travel and financial industries. His experience in scaling design organizations and driving performance-based user experiences allows him to provide high-level fractional leadership for companies looking to mature their design functions.
At New Rodeo, Jon blends this executive-level strategy with a hands-on passion for web and app design. He is currently focused on AI+Design consulting, helping brands integrate emerging technologies into their creative workflows. Whether he is developing a complex UI system or a new visual identity, Jon’s approach is rooted in the belief that design should not only look exceptional but also serve as a measurable engine for business success.
SAM ARON
Sam brings a deep expertise in visual storytelling and consumer-facing design to New Rodeo. Her career is defined by her leadership at iconic organizations, including her current role as Head of Design at Speedball Art Products and nearly a decade across roles at Newell Rubbermaid, where she led creative and graphic strategy for major global brands. With a background heavily rooted in packaging design and marketing graphics, Sam understands how to make a brand resonate across every touchpoint, from the physical shelf to the digital screen.
As a partner at New Rodeo, Sam applies that same consumer-first rigor to branding and visual identity projects. Her experience in managing complex, global visual systems ensures that every project New Rodeo touches is grounded in consistency and visual impact. By merging her background in physical product aesthetics with modern UX/UI principles, she creates cohesive brand applications that feel both tangible and timeless.
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