I’m Rufina, a brand and marketing strategist. I genuinely believe that brands are cultural assets. What is an asset? An asset is a resource with tangible and intangible value. Creating assets is an art and a craft; it’s about connecting the dots with precise marketing tools, sharp insights into human behaviour, as well as using knowledge across life areas.

Coming from an academic-entrepreneurial family, being born in Russia, educated in Switzerland and London, and now living between the UAE and London, I have a deep respect for creating a balance between tradition and innovation — something I’ve learned from the diverse cultures I’ve immersed myself in.

I bridge the tangible and intangible — translating strategic thinking into cohesive cultural narratives, particularly within architecture, design, and the arts.