2023 Award Winner

Ruby Star Society

Giving guts a license to shine

Edgar Allan | Case Studies | Ruby Star Society

Ruby Star Society designs fabric for modern quilters, but what they really do is manufacture confidence for amateur makers with big, creative dreams. We took the ladies of Ruby Star from start to finish, with brand-building and visual identity creation to a finished web presence that explodes with color and lady-boss vibes.

Notion to rise

We met the ladies of Ruby Star Society just after they’d broken ties with their parent company and were looking to launch a new fabric brand. This time around, they were wiser. More mature. Maybe a little angrier. We harnessed it — plus the tenacity, madly creative harmony, and emotional connection of the team of five to build a brand around a fictional club of bad-ass ladies styled after 1950s women’s motorcycle clubs. The result is dark and direct, biting but inclusive — a standout in the frilly, hearts-and-smiley-faces fabric world. Their mantra: Anyone can make something.

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Fast fashion

As in many of our projects, time was of the essence. We worked quickly, moving from brand definition to web launch inside of four months, helping the Ruby Star ladies introduce the brand to thousands of eager fans at one of the fabric industry’s biggest events. The response was immediate. Social teases netted more than 5,000 comments each. Even more signed up for the group’s newsletter before site launch. And the modern quilt marketplace buzzed with press, social mentions, and re-shares for months afterward.