Case Study
The Rubi Girls
From color palette and social posts, to professional portraits and a completely new website, the Rubi Girls wanted a full revamp of their brand.
The Rubi Girls are a non-profit drag queen group from Dayton, Ohio. As an intern at Mitosis, a full-service creative agency, I was extremely involved with this project. I was able to see this project through conception to the launch of their new website, and many steps in between.
2023-2025
SERVICES: Art Direction, Photo Editing, Branding, Marketing Design, Website Design
SOFTWARE: Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Wordpress
2023 Gold Davey Award Winner
Mitosis Creative was a winner of a 2023 Gold Davey Award in the General-Performing Arts category for the Rubi Girls website refresh.
Brand Colors
The Rubi Girls didn’t have a unified color palette to use for their website, promos, social posts, and more. My first task to kick off this entire project was developing this palette for their entire brand, including for their website.
I focused on finding the perfect Rubi red in both RGB and CMYK, as well as selecting and refining secondary and tertiary colors. The final goal was to have a palette that would both reflect and support the Rubi Girls brand image.
Portrait Photography
The Rubi Girls needed professional and brand-aligned photos for their new website, as well as for future use in social media, signage, promotions, and more. The goal was to perfectly capture the iconic and eccentric personalities of each Rubi Girl in high-resolution photos.
Stylized Edits
Website Overhaul
With over 20 unique pages to execute, optimize user experience, and formulate to their new brand, the biggest part of the project was the Rubi Girls website. Using the Elementor plugin for Wordpress, I spent months building and perfecting the new site.
Implementations included an e-commerce page, donation page, events page templates, blog post templates, and SEO optimization.
Window Vinyl
The Rubi Girls Clubhouse in Dayton has a large window front, which is a great opportunity for branding and advertising.
The window features their logo, photos of each Rubi Girl, logos of some of the organizations that the Rubi Girls have raised money for, and a QR code to donate to the Rubi Girls.
The final design was installed and can now be seen while driving or walking past their building in Downtown Dayton.
Trading Cards
2024 was the Rubi Girls 40th anniversary. For their end-of-year show, The Show Must Go On, I had the idea for a new and exclusive merch item: Rubi Girls Trading Cards.
I designed each of the 15 unique cards, along with the blister pack sleeves they were packed in. At the 2024 'The Show Must Go On' drag show, they were the hit of the evening.
