Rubbl

＿＿＿＿

My role: Chief Experience Officer

Project Overview

Rubbl is an early stage startup in the heavy equipment rental space. It’s an amazing idea that aims to create a marketplace for contractors and owners of heavy equipment. I came on as one of the first employees to help define the brand and product vision. As CXO, I was able to dig deep into what this product would be, as well as how it would be perceived. Innovation in an older industry is an immense and rewarding challenge.

A Few Credits

Stephen Heisserer, VP of Product
Rocky Beck, Senior Designer
Jon Lighthill, Senior Software Engineer
Adam Panza, Head of Research
Hannon Brett, CEO

Rubbl started out as an idea without an identity. I led multiple brand identity sessions that helped define what Rubbl is. This informed a roll out of brand strategy and execution.

Here are some examples of some of the early ideas that we had for the Rubbl marketplace. It was informed by research trips, customer visits, and competitive benchmarking.

Here’s where I started bringing everything together. With a solid brand and UX direction in place, I was able to bring the experience to life and start to define the Rubbl design system.

As an extension of the brand and most new customer’s first impression of Rubbl, it was important to define the voice & tone as well as the look and feel of our website.