Rebecca Rumble

I design the systems that turn brands into cultural platforms.

Black and white portrait of a woman with short hair, glasses, wearing a blazer and scarf, sitting at a table with her hands folded and smiling slightly.

Rebecca Rumble is an Executive Creative Director building brand worlds that live in culture. Her work moves beyond campaigns — designing systems that define how brands behave over time, across platforms, and at scale.

She has collaborated with Nike, Instagram, Squarespace, Dunkin’, Apple, and OpenAI, and has served on juries including The Webbys, D&AD,
and AICP.

Campaign Storytelling

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Film, Motion & Social

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Brand & Narrative Systems

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Cultural Relevance

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Creative Leadership

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Campaign Storytelling → Film, Motion & Social → Brand & Narrative Systems → Cultural Relevance → Creative Leadership →

Approach

How to Build a Brand World

Brands are shifting from campaigns to always-on systems.

I build narrative, motion, and cultural ecosystems designed to scale.

Learn more
Learn more

4 x Cannes Lions

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3 x D&ADs

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3 x Webby's

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2 x Vimeo Staff Picks

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4 x Cannes Lions → 3 x D&ADs → 3 x Webby's → 2 x Vimeo Staff Picks →

Squarespace

Built an editorial brand system that felt human — not product-led.

→ Transformed the brand into an always-on editorial platform
→ Shifted from product-first to community-led storytelling
→ Created scalable content franchises across channels

A collage of various app screens including a woman with orange flowers, a messy couch with clothes, a blue screen with 'Design School on Motion' and a smiley face, a green screen with a man and 'Ask a Freelancer,' a hotel graphic, and other design-related images.
Text that reads 'Design School' repeated twice on a black background.
Colorful close-up of pink flowers with green leaves and a 'Squarespace' logo in the center.
A young woman with glasses holding a large iced coffee, standing among clouds with a blue sky background.
Person shooting laser at large water gun target in arcade game area with colorful wall background.
A woman with long blonde hair holding a Dunkin' iced coffee, smiling, wearing a pink sequined dress and fluffy pink coat, with the caption 'It's yummy'.

Dunkin’

Built a motion-led entertainment system for the brand.

→ Turned social into a scalable behavior engine
→ Repositioned the brand as a cultural force
→ Rebuilt the visual system to support ongoing content

A collage of various scenes featuring people drinking coffee, a few dogs, and a Dunkin' Coffee Milk carton.
Three smartphones displaying web pages on a purple background.
A promotional graphic for a mobile app with colorful vertical sections showing instructions: 'Make it a moment with Superzoom,' 'Set it with', 'How to celebrate your crew with camera effects,' 'Share it with close friends only,' and 'Share your thoughts in stories.' A smartphone in the center displays the text 'How to celebrate your crew with camera effects'.
Three smartphone screens display selfies and photos of children playing outdoors, some wearing helmets, with colorful balloons and trees in the background.

Instagram

Built performance-driven storytelling systems for the platform.

→ Defined how stories are structured and delivered
→ Elevated the visual language to drive conversion
→ Built scalable systems for continuous content output

A collage of digital presentation slides featuring colorful graphics, photos of children, slime, and Muppet characters, with various text and icons related to social media, storytelling, and creative activities.
A collage of various book covers, quotes, and images of women, including a woman holding a book and two women posing together.
A collage of book covers and a photo of two women standing together, smiling. One woman has short gray hair and glasses, the other has shoulder-length dark hair.
Woman with glasses and earrings holding a book titled 'Hidden Valley Road' by Robert Kolker, standing indoors with blurred background.

Oprah

Transformed Oprah’s Book Club into a cultural platform beyond Apple TV+

→ Extended the show beyond the screen into culture
→ Turned audiences into active UGC participants
→ Built an always-on editorial system to sustain engagement

A collage of images featuring people reading books, presents, and holiday themes, with text referencing holiday activities and messages.
Samsung logo on a white background.
A woman with dark skin, wearing a burnt orange sweater and hoop earrings, sitting indoors near a window with a neutral expression.
Person snorkeling in the water, wearing a mask and snorkel, smiling at the camera.

Samsung

Repositioned Samsung as a cultural brand
— not just a product.

→ Shifted the brand from product-first to culture-led
→ Redefined the visual language through design
→ Built a system for content at scale

Two people riding bicycles on a cracked asphalt street, separated by a concrete median with graffiti.
The image shows a distorted Google logo with digital glitch effects.
Man in black and white athletic shirt holding a pair of gold and white running shoes with red laces in front of dark background.
Person signing a football jersey backstage with Nike shoes and a balloon in the background at an event.

Nike

Built energy at street level
— taking football into culture.

→ Embedded the brand in youth culture
→ Turned training into a content system
→ Created moments that lived beyond the game

A group of young men standing in line inside a sports apparel store, listening to a staff member who is explaining products or giving instructions.

What I Do

01

Cultural
Systems

Building narrative ecosystems that embed brands in culture.

Young woman sitting on outdoor stairs with skateboard, surrounded by potted plants, wearing a green top and tan pants.

02

Brand Worlds
& Motion

Designing how brands behave, move, and scale over time.

A collection of book covers related to the next generation, history, geometry, and urban topics.

03

Creative
Direction

I define the creative teams used to scale relevance over time.

Collage of animated character plush toys, smartphones displaying related images, and colorful desserts.

Creative
Leadership

Rebecca Rumble is an Executive Creative Director shaping brand worlds across culture, design, and emerging platforms.

Her work moves beyond campaigns — building systems that define how brands behave over time and at scale.

She has led work for Nike, Instagram, Squarespace, Dunkin’, Apple, and OpenAI, and is a regular voice on creativity, serving on juries including D&AD, The Webbys, and AICP.

Two women are sitting and engaged in a discussion or presentation. The woman on the left has blonde hair, glasses, and is wearing a striped shirt, while the woman on the right has brown hair and is wearing a black top, gesturing with her hands. The background features abstract black and white panels.
Design for an award event titled 'Judge Digital Marketing' featuring a black and white portrait of Rebecca Rumble, Creative Director, with yellow and black geometric background and text.
Four people sitting in a panel discussion, two women and two men, with water bottles and papers on their laps, in a conference setting.
Black and white portrait of Rebecca Rumble, AICP Show Judge Influencers, with colorful abstract background.
A woman with shoulder-length brown hair, wearing a black sleeveless top, looking down with a slight smile, against a light teal background.
Open magazine featuring an article about Rebecca Rumble, a creative director at Squarespace, with images of mobile devices, colorful designs, and text.