RubyShines creates clothing designed to help trans girls, women, and families feel confident and comfortable in everyday life. What started as a personal mission to help the founder's daughter has grown into a broader movement rooted in community, care, and inclusivity. Rubies’ mission was deeply meaningful and its communication needed clarity and heart.

I worked across strategy, structure, and visual tone, designing everything from hero illustrations to the website UX to create a platform that wasn’t just transactional but focused on its emotional, aspirational, and community-oriented mission.

Instead of cold, product-first visuals, I introduced a more human and expressive visual language rooted in illustration and storytelling. By using illustrative details to soften technical information the brand’s tone became warmer and more approachable. By not using photos of real people, we could be more careful and respectful in how the community was represented.