Ruth Rubin Logo

Helping C-Suite executives become better human beings and businesspeople.

industry:
Coaching
Location:
Tel Aviv
Collaborators:
Debbie Rosenzweig
Lily Stodel
Will Lyddon

We worked on

Brand Strategy & Positioning
Brand Identity
Tone of Voice Guide

Discover

Ruth is an ethical leadership coach who helps individuals and companies navigate issues surrounding market pressures, business considerations, and morality. As an Angel investor, consultant, mentor, and public speaker, she’s recognized as an expert on market growth, talent recognition, and business ethics.

More than anything, she’s proud to be a living testament to the power of innovation and resilience, when used hand-in-hand with compassion.

The task? To create a brand which evokes Ruth’s calmness and clarity alongside her strong personality.

We started with Brand Strategy, looking at Ruth’s background and why now was the right time to develop her personal brand. We discussed what drives her as a human, where she wants to be in five years, and what she fears may hold her back.

As the conversation deepened, we explored how Ruth uses her knowledge, creativity, and empathy to discover the potential of others and help them see it themselves. We honed in on her innate ability to help people achieve their business goals while living in alignment with their core values.

We went on to develop a strong Tone of Voice that communicates Ruth as a principled and idealistic leader in her field and a compassionate and trustworthy figure for her clients - all with an unconventional edge.

Discover

The task?
To create a brand which evokes Ruth’s calmness and clarity alongside her strong personality.

tone of voice exampletone of voice exampletone of voice example

A principled and idealistic leader in her field and a compassionate and trustworthy figure for her clients - all with an unconventional edge.

Personality Sliderbrand positioning chatgpt mockup

Design

With the Brand Strategy and Tone of Voice in place, we moved on to Ruth’s Brand Identity. We chose a minimalist creative direction with lots of clean lines and sharp edges in the form of simple sans serif typefaces.

We chose a balanced colour palette that combines serene tones that evoke calmness (Mint, Teal, Pink Salt) with strong, earthy tones (Wine, Spice). When used according to the guidelines, these colours ensure that all brand communications are uniquely and unmistakably ‘Ruth.’ 

Design

Creative direction

Moodboard example

Colours

brand colours examples

The colour palette mixes serene tones (Mint, Teal, Pink Salt) that evoke the feeling of calmness with stronger earthier tones (Wine, Spice) to create a balanced composition.

Logo

Logo examplelogo examplessecondary logo example

Brand Mark

logo mark examplesLogo mark exampleLogo mark example

We chose a minimalist creative direction with lots of clean lines and sharp edges.

Brand Pattern

brand pattern examplesbrand pattern example

Font Suite

font examplesfont use examplesfont examples

Imagery


The brand photography should reflect the Ruth Rubin aesthetic - serene, minimal, compassionate, authoritative. Images are modern, clean and fresh. Think natural light, shadows and plants. We want the audience to be drawn in by the imagery and feel connected to Ruth. Imagery should also showcase Ruth Rubin in the corporate world, and Ruth Rubin in her day to day life - whether that’s a zoom call or catching up with someone over a coffee.

collage of photography styles

The imagery reflects Ruth’s simultaneous compassion and authority, showcasing her in both the corporate world and in her daily life.

Deliver

Ruth shows people how to be true leaders who live with integrity and humility. Her brand must always be presented clearly and professionally. Her brand assets should be used strategically to create visual interest, enhance her message, and direct the user. They should never become the focal point or overwhelm the design. 

The images below demonstrate examples of the visual brand in use. These can be used as inspiration when creating additional branded content.

Deliver
business card mockupspresentation mockupmockupsbottle mockup

Testimonial

White quote marks in a peach circle to indicate this section is a quote.

“Working with Avital surpassed all of my expectations. The whole process was professional, precise, and executed to perfection. It was enlightening to discover ‘what I’m actually all about.’ I never realized how essential it is to concretize my personal brand in a way that my whole team can easily produce content that is aligned with my unique, authentic voice.”