Rachel Shalom, founder and CEO of RSW Design, grew up in a family filled with doctors, nurses, and dentists. Attracted to both the arts and the sciences, she graduated from the University of Pennsylvania School of Engineering with degrees in computer science, mathematics, design, and Japanese. After college, Rachel worked on the web team at Apple Computer as a marketing and design specialist. She worked on Final Cut Pro and the “Switch” ad campaign, and was instrumental in the launch of such landmark products as the original flat screen iMac and the iPod. Rachel’s video and photography skills were also used on the Apple website to promote both national and international events. In 2003, Rachel was awarded a US Speaker and Specialist invitational travel grant for a Global Technology Corps project in Recife, Brazil. While in Brazil she volunteered and led a video editing training seminar for students. The culmination of this project was a local film festival — the first of its kind in the area. After returning to the US, Rachel extended her volunteer efforts to local hospital clinics. Trained in technology and immersed in the sciences, she saw the need and the demand for smart marketing and brand identity in the health care industry. RSW Design was launched to meet this growing demand.