Ruby AI
TIME
2025
ROLE
Branding, Web App Design, Website Design, Framer Development
Ruby is an AI-powered sales enablement platform designed to help sales teams and founders research target companies, uncover deal-critical insights, and create winning sales pitches faster.
Ruby came to us with a functional product but without a clear visual direction. We started by exploring a brand identity that felt sharp, confident, and valuable, something that could visually live up to the promise of helping teams win deals.
Through multiple iterations inspired by ruby and diamond forms, we arrived at a final mark based on a top-down diamond view.
With the brand foundation in place, we redesigned the Ruby web app from the ground up. The focus was on simplifying the core user journey, from onboarding to setting up a target company, and into the project detail view where users spend most of their time.
The project detail page became the heart of the product, balancing user value and business goals by clearly guiding users from a free pitch to more advanced, paid AI-powered insights. Every flow was designed with clarity, efficiency, and conversion in mind.
After the product experience, we designed and built Ruby’s marketing website to clearly communicate what the product does and why it matters. The site focuses on value over buzzwords, explaining how Ruby helps users prepare better, pitch smarter, and close deals faster.
To support this, we created lightweight visual representations of each core feature, paired with a clear layout, subtle interactions, and thoughtful details. The result is a product-led website that feels confident, scannable, and easy to understand.
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