Case Study
Introducing the new Ruby


We set out to bring Ruby’s beautiful new brand to life online, educating users on the core benefits they provide to SMBs and positioning Ruby as the market leader in the virtual recep­tion­ist space. While beautifying the front-end we had the opportunity to improve the CMS back end content-editing experience, increasing efficiency and ensuring long-term scalability.

Our Contributions

  • UX Design
  • UI Design
  • Creative Direction
  • Full Stack Web Development
Process and Concept

Bringing the new brand to life online

We started with a series of discovery exercises, digging into personas and customer user flows. Moving into a series of design sprints, we worked closely with Ruby and Studio DAD who lead the brand update. Our goal was to realize the brand online and ensure consistency across all marketing efforts, including photo and video production as part of the roll out.


Working on a spectrum of vibrancy’ to inform our design language, our goal was to translate the energy and per­son­al­ized experience Ruby provides to its customers. The result was a pro­fes­sion­al and fun tone, expressed through unexpected animated moments, custom patterns and blocks of color all working in concert within the brand voice. 


The website launched Ruby’s new brand as an exciting, fresh chapter for the company, positioning it for growth and conveying the personality of the business and its products in a vibrant, authentic way.