About

Ben at the Core

What has Ben Rangel discovered after more than 28 years of design, branding, marketing, and strategy experience building and supporting global brands and top-tier companies and design agencies? That you must proactively look for and create what’s next—and he’s taken that to heart. From fashion week in Milan to the Pantone color of the year, Ben combs every corner of the creative world to stay at the top of his game and continuously refine his craft. A visionary creative strategist and expert implementation guru, he has a proven business record of driving enterprise growth in the retail, luxury, and general consumer goods sectors. His creative achievements have been featured in Print, Fusion, AAF-Dayton Hermes, Art Center Dayton, and recognized by numerous business media outlets.

Run of the mill, Ben most definitely is not. From his eccentric look and affinity for all things black, Ben’s presence, like his creative touch, is unmistakable. It transcends to the teams he leads. On more than one occasion, his creative teams and colleagues have implemented “Dress Like Ben Day” a.k.a. “Wear All Black.” His natural approachability and collaborative personality ensure that every experience with him is authentic and genuine. As a leader, he leads by example with honesty and respect. His philosophy of “your success is my success” positively impacts every team that he works with whether internal or external. The result is an unbreakable trust and confidence within the team—they know they can strive for greatness and that Ben will help them get there.

Offering a rare blend of creative and branding competencies, Ben has been an integral part of various exciting company related product turnarounds. With vast success in brand awareness and ideology, executives and stakeholders recognize and appreciate his ability to quickly identify and diagnose brand disconnects and growth impediments extending far beyond just design. He works hand-in-hand with companies to uncover innovative solutions that refine their structure, product lines, sourcing, architecture, retail activation, as well as point-of-sale and general advertising.

His strategic approach to building global equity guidelines is reflected in his recent work with various B2C brands. Here his detailed strategy and focus on product-line architecture quickly delivered impressive results. Most notably, he helped lead a distressed product line through brand revitalization to record profitability. His contributions included major shifts in brand strategy, operations, product design, packaging, marketing communications, and point-of-sale distribution. Under his direction, he has held ideation and creative support sessions that focus on brand building and performance excellence for numerous brands at the mega-giant P&G. As beneficiaries of his experience, they received a significant impact on profitability and growth for popular consumer brands including Pantene Pro-V, Gillette, and Herbal Essence, just to name a few. It’s all in a day’s work for Ben.

Ben received his degree from the Modern College of Design of Kettering-OH in 1993. He went on to work with some of the top Dayton organizations and brand design agencies in the state of Ohio. He currently resides in Springboro-OH, where he spends his time with his daughter, Gabrielle. When he isn’t working, you will find him cheering on Gabby as she attains her next level belt in Taekwondo, or learning to play guitar one chord at a time. Is he pushing for AC/DC’s “Back in Black”? No, but he wouldn’t be opposed to it.