Brand transformation
is our way of shaping a better world.
our surroundings.
Brands influence
customer happiness.
Brands influence
employee satisfaction.
Brands influence
basically everything.
Brands influence
Who we are
Aaron Tovi
Before founding Referent in spring 2024, Aaron spent over a decade as a hybrid brand strategist and creative director.
He lives near Atlanta with his wife Erika and son Judah. In his free time he enjoys cooking, learning about the universe, creative experiments, and spending time outside.
Founding Director
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2024-NOW | FOUNDING DIRECTOR @ REFERENT
Led multi-brand strategy for TX holding company
2021-24 | BRANDING & DESIGN DIRECTOR @ PAVONE GROUP
Led branding projects across multiple group agencies
Led design system overhaul for Mondelez International
Led rebrand for Sodexo’s K12 offering
Consulted for StarKist on brand evolution
2017-21 | CREATIVE DIRECTOR / BRAND STRATEGIST @ VIGOR
Helped to grow Vigor’s team from two to 10+ and acquisition
Led rebrands of regional chains like eegee’s and Over Easy
Created product prototype for Regions Bank @ Blue Earth
Led creation of 3DE Schools brand for Junior Achievement
Erika Tovi
For years, Erika has been obsessed with optimizing workflows and developing human-centered content.
Erika enjoys reading, hosting game nights, and writing children’s book manuscripts. She lives in Georgia with her family and is happily married to Referent’s founding director.
Operations Lead