Ruth Lever
Brand & Web Designer / Founder of Rule Design
Tokyo, Japan / Auckland, NZ
Q What do you do?
“I work with female founders to build strategy-first brands and websites that aren’t only pretty, they have all that SEO and best-practice baked in. I’m talking: found on Google, remembered by customers, and turning casual scrollers into clients. Because holy guac there’s a lot of noise out there 🤯”
Because I cannot multitask to save my life, I only work with ONE client at a time. Turns out my clients felt the same, and now intensives are my whole jam. Brand design in 2 or 5 days. Squarespace sites in 5. Shopify in 10. Tick, done, grow your business, stat.
Q What steps did you take to get to where you are now?
When I designed my first logo in 2018, the cut-through of branding was *very different*. Gradients were trending, 3-page, 300 word websites were the standard, and commenting on a post in a Facebook group turned into revenue.
But when I launched my own business socials and website, I really struggled to get leads online. I’d umm and ahh over my website words, play (fluff) around with different social templates for hours on end, and comparison-itis hit me hard when I saw designers killing it and getting booked out.
I got so overwhelmed that I went back to full-time work for 8 months because I didn’t know where the money was going to come from. That’s when I decided to dust off the books in the evenings and learn all I could about brand strategy, storytelling, and SEO 🤓
Now? I’m growing my brand in a way that feels completely, utterly unique to me. And I consistently land clients from Google. Helping other female entrepreneurs do the same is the literal DREAM.
Q How do you stand out in your field?
I’m not gonna sell a potential client on Squarespace or Shopify just to land the project. Incredible websites are built on any platform, and am happy to pass clients onto my network if there's a better fit 👯♀️
I don’t start with Pinterest (and I’m definitely not getting my web inspo from there). First, it’s alllll about the strategy to shape and refine a brand's core message.
Intensives. None of this dilly dallying with a 16-week timeline. I know my clients are ready to get it d.o.n.e.
Q What are you working on right now?
Full brand and web overhaul for Lavandula Farm (https://www.lavandula.com.au/), a historic event venue and lavender farm in rural Victoria, Australia. Oh boy has this one been a big project, but I’ve loved every second of developing their new strategic direction, and building them a Shopify website to transition them to this new stage of their business.
And I’m about to kick off a Shopify website design and development project for Salt Aotearoa (https://www.saltaotearoa.co.nz/). They are a freediving and spearfishing center in Aotearoa, New Zealand, teaching and inspiring mana wāhine (powerful women), to develop their inner voyager/huntress in a safe space.
Q What’s your style?
Style? Which one?!
My style is strategy-first. Then I let the research and insights shape the design. That means no two projects look the same (and thank goodness for that).
A recent project that I fell head over heels for is a brand and Squarespace site I built for strategic consultant, Rose Dennis (www.rosedennis.com).
Q Out of all your slashies, which one do you wish you could do more often?
I moonlight as a photographer but I definitely want to keep it hobby-level (pls no editing marathons). What I’d actually love is to art direct and assist photographers on brand + lifestyle shoots, because photos sell the dream on a website (apparently one picture = 1,000 words?). My remote-work lifestyle makes it kinda tricky… but a girl can dream.
Q What is frustrating you right now?
All of my own business jobs sinking to the bottom of my very long to-do list. Send help. (And if you’re reading this and are in marketing, reach out, would ya?!)
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Hands down a private chef. Although I’m assuming that’s A LOT more than $20 an hour, and would probably hate having them in my tiny Tokyo apartment while I work from my dining table.
Q What do you wish you could have told yourself, when, and why?
Hit rock bottom a year into my 9–5, staring at my desk like… “Wait, this is it? For the rest of my life??” I wish I could go back and say that it’ll all work out. You’ll be designing brands and websites from your apartment in TOKYO for goodness sake. Enjoy the ride.
Q If you could talk to an expert to gain more insight on something, what would it be about?
AI—wtaf, why is it altering my brain so much? It’s so hard to keep up with. Can someone just decide if I need to be using it more, or less, and report back please?
Q What kind of opportunities/projects are you looking for?
I would LOVE to work with more eCommerce stores for the full shebang—branding strategy and design, labels and D2C packaging, and Shopify website. I truly believe that when all of these elements are brought together in a cohesive way, some witchy sh** happens.
Q Describe your ideal job/client/collaboration.
I worked with another brand designer on her website, and let me tell you, I have been RUINED for all future feedback because we were having such a vibey time together, she kept leaving me comments like…
“I'm seriously fucking crying??? This is so good???? SO GOOD???? and also in such a short amount of time as well??? HELP are you god or smtg”
Bring this kinda energy to the table, and we’ll be a perfect match. (I do occasionally accept constructive feedback).
Q: What is your rate?
Brand Spank: 2-day brand intensive, $1600 USD
Bloomin’ Branding: 5-day brand intensive, $2600 USD
Website Legend: 5-day website, $3000 USD
Sell Your Sh**: 5-day eCommerce add-on, $2000 USD
SEO Showdown: 1-on-1 audit, $500 USD
Q How should someone approach you about working together?
Slide into my contact form on my website
Q Who is a creative you admire?
Elise from Mauka Creative — Māori design specialist + authenticity legend.
Kimberley from Kimberley Torrie Creative — brand strategist, creative director, steal her brain immediately.
Sunnie from Cheeky Noot — non-profit branding powerhouse, ultimate feedbacker.
Shan from She By Shan — business photographer (Hamilton, NZ), branding coach, aka the green girl
Zoe from Zoe Rae Photo – wedding + lifestyle photographer (Santa Barbara, California), professional hype-woman
Ashlee from The Coconut Goddess — copywriter extraordinaire, photographer, foodie queen
Q Oh! and… how do you stay creative?
Get outside, get a sweet treat, and get off my damn screen.
This member profile was originally published in October 2025.