Through housing mental health and social services, Friends of Ruby empowers LGBTQI2S youth to lead healthier lives. The COVID-19 pandemic made 2020 a defining year for the organization as its services expanded with the growing need. It was critical that the Annual Report and Strat Plan lay a strong foundation of their brand expression as well as communicate impact to stakeholders.
The brand gem was identified early as an opportunity to visually embody Friends of Ruby’s core values, that every person is unique and valuable. After lots of exploration the gem was constructed from images of the staff, volunteers and participants. This emphasized the story of the year, the way their community came together with resilience. To better engage with readers, bold typography and vibrant colours come together to create a sense of joy and playfulness.
Skills: Graphic Design, Art Direction, Print
Creative Director: Stuart Thursby
Agency: Stack Creative

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