Ruby & Sons Corp

Selling Your Brand to Brokers

In the world of NEMT, you can't directly advertise to clients. Instead, you ​need to entice the ones who pay you, while pleasing the clients who ride ​with you.

Client

Sami Khurshid

Industry

Non-Emergency Medical

Transportation

Location

Fredericksburg, VA

Website

rubyandsonstransport.com

Clientele

Brokers, Medicaid and Medicare ​Members

Vibe

Masculine, Reliable, Modern

Status

Original Branding Complete, Rebrand in Progress

Role

Brand Design, Brand Strategy, Marketing, Web Design, Office Administration

Ruby and Sons Corp is a Non-Emergency Medical Transportation (NEMT) Provider, one of the many small companies ​that service Spotsylvania County. In this industry, offering high-quality and reliable service is the bare minimum, and ​standing out in the sea of providers can be tricky.


As the company grew, so did the CEO's expectations, especially after reaching a million USD in sales in one fiscal year. ​He was ready to take the brand to the next level, inciting a major change from how people perceived him and his ​company to how it operated on the back end.


A business owner can't be everything, especially when working harder than his employees to ensure his company's ​success. That's where I stepped in, to help him strategize his business, from branding and marketing, to HR and filing ​system set ups.


By creating systems to organize files, records and data, he was able to save significant time on the many applications ​involved in running such a company.


By creating an Employee Handbook, he was able to set his employees up for success. Everyone knows the company ​mission and their expectations, and they also know the value they create for the company and how their efforts are ​rewarded.


Through branding, Ruby & Sons Corp became a recognized name; dispatchers reach out to us more, knowing we treat ​each call with importance and respect; agents prioritized us, sensing we were a serious company that would bring ​them value; and clients would request us more often, being able to easily recognize the name of the company and ​their experience with us


Working with Ruby & Sons Corp would be the restart on my passion of turning companies into brands, and has been ​key in my development as a designer and strategist. Ruby and Sons Corp continues to evolve within both design and ​strategy to this day, as my skills and knowledge continue to grow.

The logo features a caring hand and a ruby, like the namesake. The look is intended to be modern and clean, with an icon ​like appearance to the logo itself. An iteration of the animated logo featured the ruby turning on it's side to become a ​heart, and turning again into a ruby.

Ad for The Rappahannock Roll Call, a local magazine featuring updates on the locality's officers, local news, and ads plus ​coupons from local businesses. The full-page spot was given based on a donation made in the companies name. Use of a ​large, high quality image and a lot of white space was crucial in standing out in the swarm of magazine ads. This ad will ​appear in the next edition, in the Spring of 2023.

Business card and logo design for a sister company. The company did not come to fruition due to insurance-related ​reasons within the name, and was scrapped for a new concept and direction.