John Roescher of Raw Materials on How Teams Can Work Their Magic

Collaboration yields the best creativity

John is the CEO of Raw Materials. He previously launched the digital design firm Handsome.

We spent two minutes with John to learn more about his background, his creative inspirations and recent work he’s admired. 

John, tell us …

Where you grew up, and where you live now. 

I grew up in the small town of Lockhart, Texas, which instilled in me a sense of curiosity and a desire to explore beyond the immediate horizon. Today, I live in Austin, but do my best not to spend two weekends in the same place. 

How you first realized you were creative. 

The moment when I discovered that a line of code I wrote could be seen and used by someone on the other side of the world. The ability to create something out of nothing, push the boundaries of design and connect with people on a deeper level was incredibly powerful.

A person you idolized creatively early on. 

Joshua Davis. Design on the internet was the Wild West in the early 2000s. Davis and his studio, Praystation, showed me that beautiful things could be made with code.

A moment from high school or college that changed your life.

I didn’t go to college but right around the time I would have, Facebook came online. There had been other social networks and “Web 2.0” companies, but something about Facebook and the speed at which they iterated, shipped and scaled was inspiring.

A visual artist or band/musician you admire.

I’ve always admired artists that crossed over into other creative mediums, especially those who could commercialize their brand and the cool shit they make. Pharrell Williams comes to mind. He has a quote that aligns with my philosophy: “If someone asks me what inspires me, I always say, ‘That which is missing,’ because I don’t want to copy everything that’s already happening. I feel like when you copy, you blend in, and when you blend in, you get lost.”

One of your favorite creative projects you’ve ever worked on. 

The “885-How-To-Quit campaign.” It exemplifies our philosophy at Raw Materials. By using the imprint codes on popular opioid pills as phone extensions, we created a toll-free helpline that connected callers with real stories from individuals who had successfully navigated the journey to recovery. This approach not only provided practical support but also fostered a sense of empathy and shared experience. In the first few months, we had over 30,000 incoming calls, and we referred over 5,000 people to treatment. We partnered with a coalition of NGOs, healthcare professionals and creative talents to ensure the campaign was as accessible and effective as possible. The result was a comprehensive, multi-channel campaign that raised awareness, drove engagement and, most importantly, provided real support to those in need. 

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A recent project you’re proud of. 

Our collaboration with Meta to help them brand their AI efforts globally. We were tasked with creating a visual language that could capture the intricate and groundbreaking ideas. The result was a system that integrated illustrations, photography and a distinct tone of voice into Meta’s existing design framework.

Someone else’s work you admired lately.

Fabio Wibmer is a cyclist of multiple disciplines who also creates the most fun, inspiring films. His GTA 5 BMX stunts in real life incorporate various bike riding disciplines with the framework of a GTA-like environment to tell a story. Combining disciplines in a way that attracts millions of viewers—most of whom aren’t necessarily involved in his sport—is a true creative inspiration.

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Your main strength as a creative person. 

Creating an environment for teams to work their magic, ensuring that every team member feels supported and empowered to contribute their best work. Creativity is not just about individual brilliance, but about collaboration and the careful orchestration of a team’s collective talents.

Your biggest weakness. 

I tend to overthink things. 

A mentor who helped you navigate the industry. 

I am truly inspired and humbled by my partners at Raw Materials, Jennifer Allen and Pablo Marques. It’s taken me this long in my journey to realize that the more I embrace the brilliance of others, the more I grow as a person.

What you’d be doing if you weren’t in creative.

I love to research streets, restaurants, galleries, trails, views, rooms, bikes, weekends—you name it. So, I’d be stacking up epic experiences for myself and anyone who asked.