Branding | Logo | Iconography | Illustration
The CONCEPT
Ever had a debate on the court about a sports rule? Have you questioned a ref call while watching a sport?
Ruley, the E-Referee, is an AI-powered rules assistant developed by sports enthusiasts and business developers Cassandra Toroian and Tracy Thomas to help with these frustrating situations. Originally conceived as an app called The Official Pickleball Referee to explain the rules of pickleball, Ruley has since evolved into a comprehensive, multi-sport rules assistance platform.
The SOLUTION
Ruley began as a strong concept, but it needed a brand that could grow alongside the sports community. To achieve that, we gave the AI app a literal face and infused personality into the assistant. Our goal was for Ruley to feel like a knowledgeable sports buddy—not just another chatbot. By transforming Ruley into a lovable character, we added warmth and charm to the rules experience. Designed to welcome both returning athletes and new players, Ruley features a retro-futurism aesthetic with bold colorways and playful, tech-inspired patterns that make users feel instantly at home.
RuleY In Use
Ruley app EDITION COLOR TREATMENT:
AI-powered Ruley, the E-Referee, features a distinct color scheme to reflect the specific theme of the game or activity you're engaging with. When Ruley responds to your questions, the color of the chat bubble will correspond to the app edition you're using. This helps users quickly identify the context of the conversation and adds a unique visual touch for each edition.
For example:
Ruley Pickleball Edition: Hunter green chat bubbles.
Ruley Kickball Edition: Red chat bubbles.
Other Editions: Each will have its signature color.
The Chat bubbles are the only thing that will change color per edition of the Ruley App.
TESTIMONIAL
“Clayton is a very talented graphic designer and branding expert. He listens carefully and really pays attention to his clients description of their business and customer profile. He is flexible, easy to work with and very responsive. We absolutely love his work and have used him for multiple projects and will continue to use him going forward.”
Cassandra Toroian - Co-Founder of Ruley, the E-Referee