Eastern Rodeo are the creative agency weaving new tech and tactility together

Originally meeting in their first week of international orientation at school, Marisa Lim and Eri Miyagi left their respective countries – Malaysia and Japan – for New York City at age 18. Following that first meeting, they’ve partnered ever since, culminating in their agency, Eastern Rodeo, a name which encompasses more than meets the eye. It embodies a contrast of practice and values, but a combination of experiences and inspirations. “It also speaks perfectly to our creative approach, where we try to celebrate these contrasts,” Marisa says. “We started Eastern Rodeo out of the desire to more holistically combine sometimes disjointed creative services together.”

The name also plays a more personal role for the duo, representing how they navigated a new culture. “We both grew up in Asian countries but found ourselves navigating the Wild Wild West (literally!),” Eri says. “And since we were both born in the Year of the Horse, the imagery of riding westward felt like a perfect emblem of our journey.” This is also something Eastern Rodeo channelled into their logomark, featuring an Asian stamp-inspired design, which also exemplifies the duo’s material approach to design. “We are often trying to find ways to marry the digital world with the real world, which I think that is why we are drawn to fashion,” Marisa says. “It’s an industry influenced by innovation yet remains tangible in its final form.”

This philosophy is found across the pair’s practice, whereby small, unexpected details bring uncomplicated, intelligently restrained brands to life, and their work has been seen across campaigns for the like of Muji and Lestrange. “By weaving personal history, cultural influences, and hands-on methods into our designs, we ensure our final work stands apart,” Eri says. “It’s this interplay between the traditional and the futuristic, the handcrafted and the digital.”