Friends of Ruby Rebrand
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Print/Brand Communications
Typography, Web Design
Designer(s)
Emily Zathey
Duration
0 Weeks
Recognitions
Friends of Ruby is a wonderful organization located in Toronto offering a safe space for LGBTQ+ youth between the ages of 16-29 where they can receive counselling, housing, and wellness services. For this rebrand, I was challenged with creating an inviting and playful atmosphere for those seeking their services. The name “Friends of Ruby” was based on a support dog named Ruby who is a furry friend to the youth within their safe space. Since Ruby was absent from their current branding, I wanted to ensure that she was not left out of the rebrand. I chose three essence words: pride, community, and empowerment to be reflected through the logo rebrand, illustrations, and colour scheme. I wanted to ensure that the rebrand also felt welcoming and not too corporate, as that can be off-putting for the youth seeking their services.
In addition to the rebrand, I developed a welcome package, given to youth who become a member of the Friends of Ruby community. Within the welcome package, youth will receive a branded Friends of Ruby tote bag, an informative booklet, Ruby pins, and stickers.
I also redesigned their website homepage to include playful illustrations and bright colours, to reflect that Friends of Ruby is an ally organization to LGBTQ+ youth, with a strong sense of community. A cohesive and playful social media presence was explored as well.
Lastly, I wanted to design a mural that would be located in their front desk area. I illustrated various youth in a city setting going about their daily lives in a vibrant community environment. I have also included Ruby within the mural, as well as some of her furry friends.
