Justin Ahrens has returned to the helm of Rule29, the purpose-driven, employee-owned B Corporation® he founded over 25 years ago. With a fresh perspective and a renewed focus on collaboration, Ahrens is also bringing his signature passion for meaningful design into a new partnership with O’Neil Printing, signaling an exciting next chapter for both teams.
Throughout his career, Ahrens has been more than a creative leader—he’s been a tireless advocate for using design as a force for good. From working with startups and Fortune 50 brands to being recognized by Fast Company as a World Changing Idea leader and presenting at the Obama White House’s SXSL event, Ahrens has continually pushed the boundaries of what design can do for business, culture, and community.
In this Q&A, we catch up with Justin to talk about what brought him back, the future he envisions for Rule29, and why partnering with O’Neil is just the beginning of what’s next.
Can you share a little about Rule29’s mission in this day and age?
I have always wanted Rule29 to be more than a creative agency; it’s a mindset, a philosophy, and a relentless pursuit of Making Creative Matter® in ways that are both strategic and deeply human.
We have a sharp focus on purpose-driven impact—from the brands we work with to the ways we help businesses create measurable change. We’re not just designing logos or crafting campaigns; we’re rethinking how brands show up, engage, and connect in a rapidly evolving world.
The evolution of Rule29 is also about ownership and accountability. As an employee-owned, Certified B Corporation, every member of our team is personally invested in the success of our clients. That means every decision, every strategy, and every pixel we create is done with intention.
We’re also embracing technology and data like never before—blending creative intuition with AI, automation, and insights to help brands make smarter, more effective decisions. But the heart of Rule29 remains the same: we believe that creativity, when done with purpose, can shift mindsets, move industries forward, and create a lasting impact.
“AI is the ultimate creative co-pilot—but it will never be the pilot.”
Rule29 and O’Neil Printing announced a new alignment. How will this amplify the strengths of both companies, and what value does it bring to your clients?
We each have our own distinct strengths. Rule29 is all about strategy, brand storytelling, and creative execution, while O’Neil Printing, led by CEO Simon Beltran, brings deep expertise in high-quality printing, technology, and customer-driven solutions. Our new alignment isn’t about merging these worlds—it’s about knowing when and how to bring them together to create something more powerful for our clients.
There are times when a brand needs strategic design and storytelling that stands on its own. Other times, they need creative solutions that extend into the physical world, where print becomes an essential part of the experience. When that happens, we collaborate in a way that feels seamless—ensuring that the creative vision and brand strategy translate into something tangible and effective.
For our clients, this partnership means flexibility and expertise. You’re not locked into a one-size-fits-all solution. Instead, you get the best of both worlds—whether that’s working with Rule29 on a full-scale rebrand, O’Neil on innovative print solutions, or bringing both teams together to create a cohesive, high-impact brand experience.
At the core of this partnership is shared values—a commitment to excellence, innovation, and doing what’s right for the client. We know that the best creative work isn’t just about making something look great—it’s about making it matter. And whether we’re working side by side or separately, our goal is always the same: to help brands tell their story in the most compelling way possible.
AI continues to reshape the creative and print industries. As someone who champions purpose-driven design, where do you see AI enhancing creative impact, and where do you think human creativity remains irreplaceable?
AI is the ultimate creative co-pilot—but it will never be the pilot. Right now, AI is helping agencies like Rule29 work smarter and faster. It’s giving us access to deep insights about how audiences behave, what resonates, and how messaging can be personalized at scale. AI can also take care of the heavy lifting—automating repetitive tasks, generating initial research or concept ideas, and helping us analyze vast amounts of data so we can make better strategic decisions.
But where AI falls short is in the magic of creativity itself. It doesn’t have lived experiences, intuition, or the ability to challenge norms and push boundaries. It doesn’t have an emotional connection to the work or the ability to take risks that lead to breakthrough moments. AI can remix ideas, but it can’t dream. The best creative work isn’t just functional—it’s meaningful. It challenges, inspires, and connects on a deeply human level. That’s why at Rule29, we embrace AI as a tool, but never as a replacement for human creativity, storytelling, and emotional intelligence.
“The best creative work isn’t just functional—it’s meaningful.”
What aspects of the creative and print industries excite you the most? What trends, technologies, or strategies are you most bullish on right now?
There’s never been a more exciting time to be in brand strategy, design, and print because the lines between physical and digital are blurring in the best way possible.
I’m particularly excited about:
- The resurgence of high-impact print. In a digital-first world, print has become a luxury experience—something tangible, immersive, and sensory. Brands that invest in beautifully executed, high-quality print (paired with digital experiences) are cutting through the noise in a way digital alone can’t.
- Sustainable, responsible branding. More companies are recognizing that sustainability isn’t just a nice-to-have; it’s an essential part of doing business. We’re working with brands to integrate sustainable materials, ethical messaging, and purpose-driven storytelling into every touchpoint.
- The next evolution of personalization. With AI-driven insights and print innovations, we’re able to create marketing experiences that are truly tailored to individuals—not just mass-marketed campaigns.
And honestly? I’m bullish on strategic creativity itself. The brands that will win aren’t just the ones with the biggest budgets—they’re the ones that can tell their authentic brand story and make a lasting impact.
What are the biggest challenges you see in the creative and print space, and how do you plan to navigate them?
One of the biggest challenges is the sheer volume of content competing for attention. Every brand is fighting for relevance in a world that is moving at warp speed. The challenge isn’t just getting noticed—it’s creating meaningful moments that stick.
At Rule29, we navigate this by focusing on clarity, intention, and depth. We don’t create for the sake of creating; we create for impact. Whether it’s a bold print piece, an immersive brand experience, or a strategic campaign, the goal is always to make someone stop, engage, and remember.
Another challenge is balancing automation with authenticity. With AI and data-driven marketing becoming more prevalent, brands risk losing their human touch. Our approach is to harness technology without losing the soul of storytelling—to use AI as a means of enhancing creativity, not replacing it.
And finally, the creative industry needs to address sustainability with urgency. This isn’t an afterthought anymore—it’s a fundamental business responsibility. Our partnership with O’Neil Printing allows us to integrate sustainability into the production process, helping clients make responsible choices without sacrificing impact or quality.
“In a digital-first world, print has become a luxury experience—something tangible, immersive, and sensory.”
You believe that design and creativity can drive meaningful impact. How do you envision creative agencies evolving to stay relevant, purpose-driven, and successful in an increasingly digital world?
The agencies that thrive in the future will be the ones that:
- Think beyond aesthetics – Creativity needs to be rooted in strategy, data, and a deep understanding of human behavior.
- Embrace technology with intention – AI, automation, and personalization will shape the future, but agencies need to use them wisely—never at the expense of human connection.
- Champion purpose-driven work – Brands are looking for partners who help them align their purpose with their business goals. The future is impact-driven creativity.
- Foster deep collaboration – Success will come from seamless partnerships—like the one between Rule29 and O’Neil Printing—where creative strategy and execution are completely aligned.
At the end of the day, Making Creative Matter® isn’t just our mission—it’s our competitive advantage. The future of creative agencies isn’t about doing more; it’s about doing work that matters.
