Friends of Ruby

Designing the new website for Toronto’s leading LGTBQI2S youth organization.

The Ask

Friends of Ruby is dedicated to the progressive well-being of LGBTQI2S youth (aged 16-29) through mental health services, social services and housing. Their approach is comprehensive, involving mind, body and community, and their vision is a world where all lesbian, gay, bisexual, transgender, queer, intersex and two-spirit young people feel validated, involved and feel empowered to lead healthier lives.

We partnered with our friends at Day Shift Digital (link) to design the new Friends of Ruby website. The goal was to elevate the brand flavour and visual impact of the site to better speak to their core audiences, while also building a robust, flexible foundation for ongoing content creation and expansion over time. The answer was a colourful, vibrant, dynamic design that blends together the colours, illustrations, imagery, and vibe of the brand that passess AA-level accessibility needs.
The website launched in November, 2020, and you can visit it at

Friends of Ruby

Key Services

Art Direction
UX Design

Project Partners

Day Shift Digital

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