Love & War is a brand strategy and design firm in NYC. Founded in 2007, we work with organizations of all shapes and sizes on ambitious branding projects whose success depends on both smart strategy and finely-tuned creative sensibilities.

Our job is to weave the value our clients create more deeply into the lives of the people who drive their success. We do this by designing a “world”—an idea, an identity, an experience—that inspires cultural curiosity and serves as a playbook for everyone who brings the brand to life.


  • Strategy

  • Brand positioning
  • Brand architecture
  • Brand messaging
  • .

  • Identity

  • Naming & verbal identity
  • Logo & visual identity
  • Brand guidelines
  • .

  • Communications

  • Web design
  • Advertising & social
  • Packaging & print design
  • .

  • Experience

  • Consumer journey
  • Environments
  • Activation & programming



Peter Tashjian, Partner

Peter is a founding partner of Love & War and a brand strategy expert with over 25 years of experience positioning and developing brand concepts for clients in hospitality, financial services, media, and technology. Prior to Love & War, he held strategic consulting and brand strategy positions at FutureBrand, Chadwick, Consumer Dynamics, and Trinity Associates. He is an avid tennis player and an INTP on the Myers Briggs personality scale.

Eng San Kho, Partner

Eng San is a creative director and design expert. As a founding partner of Love & War, he has overseen conceptual development and creative execution for all the company’s major hospitality clients including The Plaza, Marriott / Autograph, Hilton / Curio, 1 Hotels, and Stratton Mountain Resort, among others. Prior to Love & War, he worked as a creative director at a range of film and commercial production companies. He hails from Amsterdam and descends from line of design professionals, including his father Kho Liang Ie - widely considered one of the most significant talents of mid-century Dutch design.

Kriston Rucker, Partner

Kriston is a brand strategist and creative director with particular experience in storytelling and content. Prior to joining Love & War, he has worked primarily as an independent consultant, partnering with agencies including R/GA, Huge, frog and BMW Designworks, led the branding practice at Addison, and was Director of Verbal Branding at FutureBrand. Most recently, he took on a role as Head of Marketing for Sittercity, where he was part of a new leadership team reinventing the strategic, brand and product roadmap for a consumer technology pioneer. He also co-founded the US Air Guitar Championships and has won SXSW Audience Awards for both film and interactive projects.