Ruby Redefined is a new practice, and I'm building it deliberately.

I'm working with founders and makers in craft and design, while developing a growing body of research around the industry they work in.

Some of that work is private. Some of it will become case studies. Some of it becomes research, conversations and things I want to put into the world.

I'm interested in showing the thinking behind the work, not just the finished result.

What I’m working on

Brand strategy and identity
Working one-to-one with founders and makers to uncover what makes their work distinctive and build a brand around it.

Industry research
Looking beyond individual businesses at craft, design, language, perception and the conditions in which makers are trying to work.

Independent thinking
Conversations, market visits, research and observations that feed into Ruby Redefined and the wider craft and design community.

Case studies are coming.

I'm taking the time to document the work properly, including the thinking, decisions and changes behind each project.

If you're building something in craft or design and want to talk, I'd like to hear from you.