Ruby works across e-commerce, SMBs, and corporate clients. That's three audiences with one thing in common: none of them will move money through a company that looks unfinished. Their technical founder team came to me wanting an image that matched the company's ambitions in the market and what investors expect to see when they open a tab.

The work started with the brand foundation. Rather than throw out the existing symbol, I analyzed it and made it more distinctive so it could carry a new visual direction - the equity stays, the impression changes. After several rounds with the founding team we landed on something mature and modern that says what the company actually believes.

Then I designed and built the new site on Framer. The focus was B2B: structure, content, and visuals arranged to build trust with corporate partners, show the platform clearly, and shorten the distance between landing on the page and making a decision.

Ruby now has a fintech brand that holds its own in the room with bigger clients and the investors backing them.