Success Story: Ruby Tuesday



The Challenge

When Ruby Tuesday restaurants launched a new brand to set itself apart from other casual dining chains in the US, they opened a restaurant in Times Square to create instant impact and visibility.

But, in introducing their new positioning in this location, Ruby Tuesday encountered two major challenges: first, they had to clearly express their new brand while working with the unique character of the surroundings, and second, they had to adhere to local codes that were in opposition to typical requirements.

The Solution

Most signage codes are designed to limit impact, but Times Square coding actually requires 5 elements of animation.

So Icon worked closely with architects to create a flashing, rotating dynamo appropriate to this location. From engineering to installation, we handled signs for the entire location and completed work in time for the brand’s unveiling.

Then, we helped implement the new look nationwide.

We worked with LED manufacturers, testing various illumination technologies to ensure maximum performance at minimum cost. The final design placed the new font and colors in a main-wall sign displaying back- and front-lit fabricated letters that changed for day and night.

The Result

Ruby Tuesday wrote to Icon to thank our team for meeting development schedules, performing critical research and testing, and being “invaluable in the creation and implementation of [their] new brand.”

This client continues to work with Icon in converting its 600 locations nationwide.

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