Brand Update
2025 / Ruby Tuesday

Art Direction / Illustration / Branding / Creative Direction

Overview

Ruby Tuesday partnered with me to modernize their digital presence and refresh how the brand shows up across social and paid channels. I led a comprehensive creative update to their advertising ecosystem, developing new visual systems across color, typography, and photography to better connect with today’s dining audience. The refresh established a more contemporary, crave-worthy brand expression while maintaining the equity that longtime customers recognize. To support rapid testing and iteration, I also introduced AI-assisted image generation workflows that expanded creative range without sacrificing brand consistency.

Results

The creative refresh translated directly into measurable performance gains across paid media. Updated visuals and clearer storytelling improved audience engagement, driving a 43% lift in CTR (from 1.76% to 2.52%) and a 171% increase in SER (from 12.4% to 33.7%). More efficient creative also contributed to a 23% reduction in CPC, bringing it down from $0.30 to $0.23. These improvements validated the new direction and established a scalable visual foundation for ongoing campaigns.