RUX

RUX builds enterprise resource planning (ERP) software systems for construction and equipment rental businesses. Unlike competitors with one-size-fits-all solutions, RUX tailors and unites business applications to create flexible systems with serious longevity. It came to design studio Company Policy for a full rebrand, including naming, strategy, and design, aiming to stand out as the clear leader in a crowded yet aesthetically homogenous space.

I crafted a confident tone of voice for RUX, leaning into declarative messaging and a feeling of earned sturdiness, and solidified short and long versions of the brand’s narrative. I translated this work into copy for the new RUX site, which the talented crew at Company Policy also designed.

See more of the project here.

Naming • verbal identity • site copy • brand story • messaging • brand guidelines