Ruby’s Shake Shop
New Brand Identity
Art Director
Creative Direction
Photography Direction
2024
I served as Creative Director and lead designer on the execution of Ruby’s Shake Shop’s new brand identity, an extension of Ruby’s Diner, overseeing its application across every touchpoint. I designed media ads, website visuals, and social graphics, ensuring a cohesive and vibrant look that resonated with a younger audience. I also leveraged and influenced a team of creatives at Dreambox, guiding their contributions to bring the brand vision to life efficiently and consistently.
The refreshed approach extended into all brand collateral, including coming soon materials, in-store menus both digital and print, and product packaging. By unifying the visual language across physical and digital channels, the brand successfully positioned itself as modern, fun, and share-worthy while staying true to its diner heritage.
Photography Direction
I led the Photography Direction for Ruby’s Shake Shop, overseeing the entire process from pre-production planning through execution on shoot day. One major hurdle was that the location was still under construction, which required us to creatively rebuild a world that convincingly felt like the finished restaurant. I also managed and directed six models, guiding their poses, interactions, and energy to ensure authenticity and engagement in every shot. The new photography approach focused on capturing a young, upbeat audience, reflecting the brand’s presence in areas near schools and appealing directly to a younger demographic. Every shot, from hero product portraits to social friendly group interactions, was designed to feel fun, authentic, and share worthy, positioning Ruby’s Shake Shop as a vibrant destination for a new generation.
Digital Media Ads
Executed Ruby’s Shake Shop’s new brand identity across digital media, including ads for new store openings, ‘coming soon’ messaging, bounce-back activations, and evergreen campaigns—leveraging photography captured specifically for the brand.
Website
I implemented the new photography and visual approach across the Ruby’s Shake Shop website, creating a cohesive, modern experience that reflected the brand’s refreshed identity. The design placed heavy emphasis on hierarchy, guiding users to key actions such as “order now” or “find a location” to drive sales. By combining bold visuals, social-friendly content, and intuitive navigation, the website made it easy for a younger audience to engage with the brand and convert.
Interior Creative
This new branding and design approach extended into the interior brand expression, ensuring Ruby’s Shake Shop’s playful personality came to life in the physical space. I oversaw creative details including in-store signage, wall graphics, menu boards, and other environmental elements that tied back to the new identity system, building a cohesive experience from digital touchpoints to in-person interactions.
