Background
The Overstory Co. was born from a pattern we couldn’t ignore: visionary founders launching ambitious brands without the systems to hold them. After years inside test kitchens, production labs, sourcing networks, and founder-led studios, we saw the same cracks repeating—burnout disguised as momentum, messy backends stalling growth, and teams scaling fast without the structure to sustain it.
We spent those years working from cramped apartments, clashing time zones, and inside creative ventures across the US, UK, and Australia—building from the ground up, often with limited resources but deep vision. That’s where we learned what actually makes a brand endure: not hype, but clarity. Not chaos, but rhythm. The Overstory Co. was created to bring that structure, strategy, and long-view thinking to independent brands ready to grow with integrity.
CRISHA ARI
Program Strategist · Internal Brand Systems · Creative Operations
Crisha Ari brings over a decade of experience working alongside founders, artists, and high-growth teams across the US, UK, and Australia. Her expertise lies in building brands from the inside out—bridging operational systems, product strategy, and creative direction.
She’s led product launches, partnerships, and cross-functional programs for start-ups and established companies alike, guiding ideas from concept to shelf. Her work spans CPG, personal care, hospitality, and experience design—with clients ranging from mission-led independents to global corporations.
TEAM & collaborators
The Overstory Co. operates as a flexible, global studio—built on collaboration, not silos. Our core team brings experience from design teams in tech, marketing at social-forward agencies, international development programs, on-set media production, and community-rooted events across New York City.
We partner with trusted collaborators across New York, Los Angeles, New Orleans, London, and Australia—assembling the right team for each project based on its needs, pace, and creative ambition.
Selected Collaborators:
Andrea Nguyen — Human-Centered Design & Strategic Research
Grayson Gavras — Graphic Design & CPG Packaging
Andrew Lee — Operational Auditing & Systems Design
Deana Bugs — Experiential Production & Media Direction
Every contributor brings depth in their craft and care in their process. Together, we build projects that are structurally sound, strategically clear, and creatively alive.