Friends of Ruby Redesign
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. I chose the 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.
Although the original Friends of Ruby logo looked nice, it did not reflect the organization as a safe space for LGBTQ+ youth in any way.
For my redesign, I wanted to create a logo which would be inviting and playful, promoting the welcoming atmosphere within the walls of Friends of Ruby.
I created variations of the logo to incorporate various pride flag colours:
Welcome Package
In addition to the rebrand, I developed a welcome package which would be given to the youth who have become a member of the community within the Friends of Ruby space. Within the welcome package, youth will receive a branded Friends of Ruby tote bag, a booklet, Ruby pins, and stickers.
Friends of Ruby pins.
Pronoun stickers.
Booklet
Within the welcome package, youth would receive a booklet featuring information about Friends of Ruby and the various services that they offer.
Website Redesign
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.
Mural
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 and enjoying the sense of community which Friends of Ruby brings them. I have also included Ruby within the mural, as well as some of her furry friends.
