In 2008 RUX founder and principal Russell Greenberg set out to build a new kind of creative company “where lightning would strike twice daily,” a kind of perpetual brainstorm space fueled by the friction between extreme right-brain and extreme left-brain thinking. Rather than specializing in one industry sector like architecture, or industrial design, or graphic design, RUX would purposefully de-specialize, and instead focus on cultivating a rich and complex company culture focused on "creatively inspired common sense thinking."