Rubify
Rubify
We built Rubify from the ground up - turning a backend system into a polished, mobile-first app with a clear UX and strong visual identity.
The process combined branding, product design, and 3D storytelling to deliver a fun, secure experience for users and partners alike.
Client
Torox
Year
2025
Category
Web + Mobile app
Goal
Goal
To build a mobile-first platform that turns mobile gaming progress into real-world rewards. Players earn in-app currency for completing levels in connected games and redeem them for gift cards, donations, or cash.
To build a mobile-first platform that turns mobile gaming progress into real-world rewards. Players earn in-app currency for completing levels in connected games and redeem them for gift cards, donations, or cash.
Goal
To build a mobile-first platform that turns mobile gaming progress into real-world rewards. Players earn in-app currency for completing levels in connected games and redeem them for gift cards, donations, or cash.
Process
Process
We partnered with a small startup aiming to scale from a basic backend system into a global-facing product. They needed an intuitive, secure, and visually rich app that would appeal to users and also attract top-tier partners. I led the product design from scratch, including branding, UX/UI for web & mobile, and 3D assets.
We partnered with a small startup aiming to scale from a basic backend system into a global-facing product. They needed an intuitive, secure, and visually rich app that would appeal to users and also attract top-tier partners. I led the product design from scratch, including branding, UX/UI for web & mobile, and 3D assets.
Process
We partnered with a small startup aiming to scale from a basic backend system into a global-facing product. They needed an intuitive, secure, and visually rich app that would appeal to users and also attract top-tier partners. I led the product design from scratch, including branding, UX/UI for web & mobile, and 3D assets.
Outcome
Outcome
We created a product far beyond MVP, combining strong usability with a clear visual identity. The final result met security needs, user expectations, and business goals. It’s now in final development, launching soon in the US and Canada. I also designed supporting social assets to help the product launch with a cohesive voice.
We created a product far beyond MVP, combining strong usability with a clear visual identity. The final result met security needs, user expectations, and business goals. It’s now in final development, launching soon in the US and Canada. I also designed supporting social assets to help the product launch with a cohesive voice.
Outcome
We created a product far beyond MVP, combining strong usability with a clear visual identity. The final result met security needs, user expectations, and business goals. It’s now in final development, launching soon in the US and Canada. I also designed supporting social assets to help the product launch with a cohesive voice.
Design Story
Design Story
Research & Understanding the Domain
Research & Understanding the Domain
I wasn’t a gamer, so I dove deep. We explored leading reward-based gaming platforms, studied UI patterns, tone, and business models. We reviewed the company’s existing system, learned its limits, and translated those lessons into a cleaner, more scalable structure. Time was on our side, so we were able to research properly and make thoughtful decisions. I also used AI tools to generate early wireframes and ideas for flows, which helped us kickstart the process fast.
I wasn’t a gamer, so I dove deep. We explored leading reward-based gaming platforms, studied UI patterns, tone, and business models. We reviewed the company’s existing system, learned its limits, and translated those lessons into a cleaner, more scalable structure. Time was on our side, so we were able to research properly and make thoughtful decisions. I also used AI tools to generate early wireframes and ideas for flows, which helped us kickstart the process fast.
Research & Understanding the Domain
I wasn’t a gamer, so I dove deep. We explored leading reward-based gaming platforms, studied UI patterns, tone, and business models. We reviewed the company’s existing system, learned its limits, and translated those lessons into a cleaner, more scalable structure. Time was on our side, so we were able to research properly and make thoughtful decisions. I also used AI tools to generate early wireframes and ideas for flows, which helped us kickstart the process fast.
Branding & Visual Storytelling
Branding & Visual Storytelling
I led a quick branding process, suggesting names and directions. They chose “Rubify” — inspired by rubies — which became our central visual metaphor. The design strikes a balance: inspired by gaming, but not trying to mimic it. I created stylized crystal icons using Spline, bringing depth and freshness to the visual language.
I led a quick branding process, suggesting names and directions. They chose “Rubify” — inspired by rubies — which became our central visual metaphor. The design strikes a balance: inspired by gaming, but not trying to mimic it. I created stylized crystal icons using Spline, bringing depth and freshness to the visual language.
Branding & Visual Storytelling
I led a quick branding process, suggesting names and directions. They chose “Rubify” — inspired by rubies — which became our central visual metaphor. The design strikes a balance: inspired by gaming, but not trying to mimic it. I created stylized crystal icons using Spline, bringing depth and freshness to the visual language.
Product Design & UX Flow
Product Design & UX Flow
The heart of the work was building a clear and scalable system. We defined major sections of the app and explored each one in detail through tight, iterative collaboration. I translated needs into design decisions — from rewards browsing to onboarding to security flows. Each screen evolved alongside the growing design language, with care to explain what’s possible and guide users through what’s not.
The heart of the work was building a clear and scalable system. We defined major sections of the app and explored each one in detail through tight, iterative collaboration. I translated needs into design decisions — from rewards browsing to onboarding to security flows. Each screen evolved alongside the growing design language, with care to explain what’s possible and guide users through what’s not.
Product Design & UX Flow
The heart of the work was building a clear and scalable system. We defined major sections of the app and explored each one in detail through tight, iterative collaboration. I translated needs into design decisions — from rewards browsing to onboarding to security flows. Each screen evolved alongside the growing design language, with care to explain what’s possible and guide users through what’s not.
What I Learned
What I Learned
I taught myself 3D design in Spline to match the visual tone we needed — and that was fun. I love adding new tools to my skill set when they really serve the work. I sharpened my ability to lead branding and product thinking at once - balancing visual creativity with usability and real business needs.
Working in a small team meant wearing many hats, making every decision matter, and pushing both vision and detail forward at the same time.
It was intense, but incredibly satisfying.
I taught myself 3D design in Spline to match the visual tone we needed — and that was fun. I love adding new tools to my skill set when they really serve the work. I sharpened my ability to lead branding and product thinking at once - balancing visual creativity with usability and real business needs.
Working in a small team meant wearing many hats, making every decision matter, and pushing both vision and detail forward at the same time.
It was intense, but incredibly satisfying.
What I Learned
I taught myself 3D design in Spline to match the visual tone we needed — and that was fun. I love adding new tools to my skill set when they really serve the work. I sharpened my ability to lead branding and product thinking at once - balancing visual creativity with usability and real business needs.
Working in a small team meant wearing many hats, making every decision matter, and pushing both vision and detail forward at the same time.
It was intense, but incredibly satisfying.
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© 2025 EW
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