Intro

To discover, we must explore.

To know, we must ask.

To realize human potential, we must look beyond ourselves.

Pine is a collaboration of thinkers and creators. Designers and researchers. Writers and strategists. Futurists and pragmatists. Mentors and learners.

We are people who ask the question, not to get the answer, but to figure out what the next question should be.

We are continually pushing one another – and our clients – to strive higher, look deeper, and think broader, because the ultimate solution is probably bigger than the simple answer.

LEADERSHIP

Raj B. Shroff 

Founder & Principal

Raj Shroff doesn’t fit neatly into a box—and he doesn’t believe brands should either. As the founder of PINE, he built a consultancy designed to challenge assumptions, simplify complexity, and spark ideas that help businesses grow and connect more meaningfully with people.

Raj blends analytical thinking with creative insight—drawing on years of experience leading research and design programs across industries and around the world. His approach is shaped by curiosity, clarity, and a belief that fresh perspective is often the key to unlocking new value.

He previously taught at the Columbus College of Art & Design, where he helped design students explore the intersection of business and creativity. Today, he continues to share his perspective at conferences and events, speaking on topics like retail innovation, branding, and consumer behavior.

Outside of work, Raj enjoys trail running, mountain biking, travel and spending time with his family. These experiences fuel his holistic view of strategy—one that’s grounded in both real-world insight and human connection.

John Youger

Partner

John has been focused on the customer, their needs, wants and desires for over 20 years. This focus has evolved into projecting future experiences for well known brands through the use of future trends, business workshops and cutting edge research methodologies with customers and clients. John has touched all forms of the customer experience from Product Development at Fitch (WPP), to Interactive and Digital Experiences at Resource (now IBM iX) and most recently Retail Design and Customer Experiences at WD Partners.

He has led strategies for top companies including P&G, Microsoft, Walmart, Mars-Wrigley, Starbucks, The Home Depot, Target, Pepsi and others.

John is also faculty in the Undergraduate Industrial Design Department and the Masters of Design in Innovation Design Strategies at CCAD (Columbus College of Art and Design). He was awarded the 2017 Faculty of the Year Award.

John enjoys camping, watching documentaries and staying up on anything technology related. He holds a Bachelor of Industrial Design from Ohio State University.

Photo by Greg Rakozy on Unsplash