ruby Brand Transformation
The Challenge
Ruby’s original brand no longer suited the times or aligned with evolving business objectives. About five years before its 20th anniversary, the company engaged an agency to rebrand, but the work fell short. The new name (“Ruby,” shifted from “Ruby Receptionists”) lacked clarity and was unsupported by a meaningful rollout strategy. The visual identity was incomplete, leaving the internal creative team in perpetual “testing mode” with fragmented, inconsistent execution. As a result, the brand failed to support Ruby’s growth goals. What the company needed was a strong vision that connected its B2B service to the emotional value it delivered for small business owners, while also establishing consistency across channels and campaigns.
The Approach
Evolved the fragmented rebrand into a clear, unified brand vision that connected Ruby’s B2B service to the emotional value it delivered for small business owners — peace of mind, professionalism, and customer connection. Anchored the identity in the customer promise and embedded that storytelling into every touchpoint, from standout campaigns to everyday customer interactions. Collaborated with the internal culture team to align the evolving employee experience with the new brand, providing toolkits and frameworks they could leverage to embed the identity meaningfully across programs and communications, which culminated in a major launch tied to Ruby’s 20th anniversary. Built comprehensive playbooks, guidelines, and scalable systems to ensure consistency and cohesion across teams, channels, and partners.
The Result
Increased web traffic, video views, and email subscriptions by 30%+ and contributed to 39% topline growth and 56% EBITDA increase. The evolved Ruby brand gained credibility and relevance in the SaaS market, while the new frameworks ensured consistency and scalability across a 700+ employee organization. By extending the brand into the employee experience, internal culture was energized and unified — giving teams clarity, confidence, and a renewed sense of purpose. This work complemented the company’s broader transformation efforts and helped position Ruby for its next chapter, culminating in a successful sale that validated the strength of both the business and the brand.
When Nicole started at Ruby, it was so clear that she had a brand vision for leaning into the SMB community in new ways that would ultimately secure Ruby as the premier service in market.
Rebecca Grimes, Chief Revenue Officer
FROM CONFUSION TO CREDIBLE: REPSCRUBS REBRAND
The story behind the strategy — and the impact it created.
As a category creator in healthcare apparel and compliance services, RepScrubs faced a unique challenge: defining who they were and articulating their value proposition in a market unfamiliar with both their offering and the regulatory need it solved. Hospitals and medical device reps struggled to connect the dots between scrub access, infection control, and credentialing compliance — leaving the product’s purpose unclear and slowing adoption. Without strong positioning and messaging, growth was limited.
Redefined the company’s identity by clarifying its positioning at the intersection of infection control, vendor credentialing, and hospital compliance. Developed a clear value proposition and messaging framework that translated a complex, unfamiliar service into a compelling story for hospitals and medical device reps. Built new brand standards and visual identity, then directed integrated campaigns and sales enablement tools to educate the market and drive adoption.
The result? Delivered a rebrand and positioning strategy that drove $1.6M in revenue growth and established RepScrubs as the recognized leader in its category. By connecting the service to compliance and credentialing requirements, the brand gained legitimacy with hospitals and empowered reps to meet standards. The frameworks and systems introduced created consistency and scalability across campaigns and sales enablement, ensuring the company could sustain growth.
Distinct De Novo Driving Growth: Southern Coastal Aesthetics
The Challenge
Inspire Aesthetics Group needed to create and launch a new regional de novo practice in a highly competitive aesthetics market. The lead physician is a highly distinguished doctor with a broad range of expertise and offerings, which made it difficult for patients to understand what set her apart. The challenge was to distill her capabilities into a clear, digestible identity and go-to-market approach that would differentiate the brand, attract both female and male patients quickly, and deliver measurable growth in its first year.
The Approach
Led the end-to-end brand development and launch strategy: created the brand identity, naming, and messaging framework; directed visual and verbal expression; and oversaw multi-channel activation spanning digital, content, and campaigns. Anchored every creative decision in business objectives to ensure immediate relevance and long-term scalability.
The Result
Successfully launched Southern Coastal Aesthetics as a new business line, driving a projected $2.5M in first-year revenue. The brand gained traction in-market quickly through its distinct identity and strategic activation, positioning it as a growth engine within the broader Inspire portfolio.
Nicole brings a rare balance of discipline and creativity, ensuring every decision and detail is guided by the client’s best interest. She is professional and thoughtful, yet innovative in her approach.
Carrie L. Morris, MD, FACS, Southern Coastal Aesthetics
