Give me the weird problem.
I’m Ruthie Kohrman — a hands-on Creative Director and Art Director who tends to become the person teams bring the underdefined stuff to.
“We have X problem. Can you figure something out?”
Yep. That’s usually where I start.
Strategy + taste + make the damn thing
Within my first few weeks at TOV.
Per SKU after stronger ecommerce imagery.
Scaled from a workflow producing roughly 7 SKUs a week.
Pretty is nice. Clicks are nicer.
At TOV, I work across ecommerce, campaigns, homepage, lifestyle imagery and short-form motion.
I’m usually figuring out why this product is interesting, what the idea is, what needs to get made, and how we get it out the door.
Result: +20% homepage clicks within my first few weeks.
Find the angle.
Sometimes the job isn’t making another beautiful image. It’s finding the little idea that makes someone stop.
Concept, copy, visual direction, format — I like solving those pieces together instead of waiting for somebody to hand me a perfectly finished brief.
When the product is weird, use the weird.
A fringe chair was never going to win by behaving itself.
I leaned into the Shag Me chair’s personality instead of trying to make it look like every other accent chair online.
The visual world grew around the thing people would actually remember: fringe, movement, attitude, and a little ridiculousness.
The chair sold out and became an in-demand product.
Turn it up.
Better creative. Faster.
+10–15%Revenue lift per SKU after stronger ecommerce imagery.
In a previous ecommerce role, I also helped scale production from roughly 7 SKUs a week to 25–35 assets a day by rebuilding workflows, creative standards and the way the team worked.
The work is protected by NDA, but I’m happy to talk through the strategy, process and results.
Make. Learn. Make the next one smarter.
I’m not a pure strategist and I’m not a media buyer. My paid-social experience lives on the creative strategy and production side — concepts, messaging, hooks, briefs, art direction, hands-on execution and using performance feedback to make the next round better.