Rinzi Ruiz


VB STRAT expands creative influence with intelligence and efficiency.

I launched VB STRAT after a decade and a half transforming design practices.  Firms grow when visual storytelling imaginatively conveys design vision, and leaders make consistent touches with the marketplace. I work with practitioners in advancing these efforts. Together, we realize professional ambition and grow a studio culture that renders lasting influence.  Services are centered around three core offerings:

RELATIONSHIPS: By cross-pollinating my network of esteemed collaborators with yours, we quickly advance the ranks of target clients, securing portfolio-advancing commissions.  

STORYTELLING: Perhaps my greatest passion, I work with specialists—graphic designers, photographers, web developers, and videographers—to give visual form to voice, in branded collateral as well as project and pursuit materials. Design is storytelling. 

COACHING: Lasting influence requires teaching. I coach leaders—senior and emerging—on how to grow their careers by cultivating voice, curate a desired book of business, and master visual storytelling.

Valorie Born
President and Founder

I am an actualizer of creative ambition. For 18 years, I have led a distinguished career growing influence for bespoke design talent within the Architecture/Engineering industry. I enjoy aligning myself with creatives, intrigued by what drives them. By asking practitioners why and why not — listening for what is spoken, what is withheld, what is sacrosanct, and what is malleable — I help transform client convictions into compelling brands. 

My role is both producer and advisor.  I write, art direct, and spearhead strategic initiatives.  I also work with studio leadership to execute methodologies that grow revenue streams and cultivate studio culture. Both roles seek to celebrate point of view and curate a desired portfolio. Both roles seek to realize creative ambition. 

To date I have helped launch two practices (Fluidity and Urban Art Projects), assisted two others (OLIN and Sherwood Design Engineers) with ownership transitions, and am actively helping a fifth ascend (RELM). I consult design studios, cultural institutions, and innovators in a variety of fields.  


Associate, ASLA
Member of City Parks Alliance
Associate Member, Urban Land Institute

Past Experience

Sherwood Design Engineers
Director of Marketing

Director of Marketing

Urban Art Projects
Marketing and Client Relations

Fluidity Design Consultants
Marketing and Client Relations Manager


Adrian Smith Gordon Gill | BIG | Byer Blinder Belle | Carrier Johnson | China Resources | Christy Ten Eyck | CO Architects |  Daniel Traub | David Rubin Land Collective | DWG | Elkus Manfredi | Foster and Partners | Gensler | Grimshaw | Hart Howerton | Integral Group | James Corner Field Operations | Johnston Marklee | KPF | Lake Flato | Michael Vergason Landscape Architects | MS LA | Mubadala | MVVA | Office of James Burnett | Page Think | Thirst | PWP | R&A Studio | Reed Hilderbrand | Rinzi Ruiz | Rodgers Partners Architects | Sahar Coston-Hardy Photography | Sasaki | SHoP | SOHO | SOM | Studio Gang Architects | SWA Group | TBG Partners | Tom Leader Studio | West 8 | wHY