Surabhi Rathi
Surabhi Rathi
About
Detail
Strategy Director at BUCK
San Francisco, California, United States
Design showed me what's possible. Strategy taught me how to make it happen.
Starting out as a designer, I learned how to communicate through form and function. The curiosity to build brands from the ground up led me to strategy.
Over my 10+ year career, I've guided companies through every stage of their brand evolution. I've partnered closely with founders to crystallize their company's mission, collaborated with in-house brand teams to develop product positioning and launch global B2B and B2C campaigns, teamed up with creative directors and writers to build brands' visual and verbal identities and architect complex brand systems, and worked with internal talent teams to create employee branding that aligns entire organizations.
I’ve worked across nonprofits, startups, and global tech companies including Notion, Inflection AI, Anthropic, IBM, Bloomberg, PayPal, Samsung, Microsoft, Google, and Meta. Whether I'm helping a founder define their company's purpose or partnering with leadership teams to envision what's next, I help teams cut through complexity, align on what matters, and move forward with clarity.
My branding journey has taken me from Mumbai to New York City, Seattle, and now San Francisco, giving me a global lens and a deep respect for context. Alongside client work, I serve as thesis faculty at the School of Visual Arts’ Masters in Branding graduate program and regularly guest lecture at ArtCenter’s MDes in Brand Design and Strategy course. Working with students every year is both humbling and energizing.
Starting out as a designer, I learned how to communicate through form and function. The curiosity to build brands from the ground up led me to strategy.
Over my 10+ year career, I've guided companies through every stage of their brand evolution. I've partnered closely with founders to crystallize their company's mission, collaborated with in-house brand teams to develop product positioning and launch global B2B and B2C campaigns, teamed up with creative directors and writers to build brands' visual and verbal identities and architect complex brand systems, and worked with internal talent teams to create employee branding that aligns entire organizations.
I’ve worked across nonprofits, startups, and global tech companies including Notion, Inflection AI, Anthropic, IBM, Bloomberg, PayPal, Samsung, Microsoft, Google, and Meta. Whether I'm helping a founder define their company's purpose or partnering with leadership teams to envision what's next, I help teams cut through complexity, align on what matters, and move forward with clarity.
My branding journey has taken me from Mumbai to New York City, Seattle, and now San Francisco, giving me a global lens and a deep respect for context. Alongside client work, I serve as thesis faculty at the School of Visual Arts’ Masters in Branding graduate program and regularly guest lecture at ArtCenter’s MDes in Brand Design and Strategy course. Working with students every year is both humbling and energizing.
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