As a young designer, they were the first to give me the opportunity to apply my skills in a professional setting. Over the years, that opportunity evolved into a deep-rooted partnership, expanding beyond the deli to multiple business ventures and events tied to the Rubino family name.

The first step in building trust was assessing what Rubino’s currently had in place—from menus and signage to their website and overall brand presentation. From there, I slowly introduced modern typography, refined layouts, and a more cohesive content tone that would guide future projects. What began as small updates to business cards and menus eventually evolved into large-scale initiatives, helping the business grow both in-store and online.

A key factor in this process was building a strong relationship with the Rubino family. Understanding their deep traditions was just as important as understanding their products. Knowing where flexibility existed and where heritage needed to remain untouched helped ensure that every new design decision felt authentic to both the family and their customers. This trust led to opportunities to work on additional business ventures within the Rubino group, including Everything Italian Distributors and the upcoming Rubino’s Express location in Blue Island, IL, slated to open in 2025.

Key Contributions:

• Designed two complete website overhauls (2012 and 2023), with the most recent bringing a 50% increase in mobile traffic and improving customer experience.
• Led the transition from manual deli pricing pegboards to digital menu boards, creating a more efficient, dynamic, and visually engaging ordering process.
• Developed a cohesive brand identity across signage, social media, print materials, and promotional assets, maintaining a balance between tradition and modern appeal.
• Created marketing assets for special promotions, events, and seasonal campaigns, ensuring a consistent and professional brand presence.
• Provided design and branding support for sub-brands and future expansions, reinforcing the Rubino family’s growing presence in the industry.

Over the past decade, my role has expanded to include nearly every aspect of Rubino’s visual presence—social media assets, in-store signage, event banners, print menus, labels, promotional materials, and more. Among the most impactful initiatives were two major projects that completely transformed how the business interacts with its customers.

• The first was a full overhaul of their website—twice. The original site, which barely functioned when I first came on board, was completely redesigned to better showcase their deli, catering, and specialty items in early 2012. With limited development skills during this time period, the website became cramped for space, hard to maintain, and lacked a responsive mobile presence. Though it remained in place for 10+ years, we recognized the need for a modern, mobile-friendly experience that took in years of requests and feedback from loyal customers. In 2023, a second complete overhaul introduced a fresh design, responsive layout, and improved content structure built in WordPress. Much of the original content stayed in the new layout, and excess content was removed to help keep load times down and flexibility a must. Following its launch, mobile traffic surged by over 50% per month, leading to increased in-store foot traffic and an overall smoother customer experience.
• The second major transformation was the shift from traditional deli counter pegboards to a dynamic digital menu system. Previously, price updates required constant manual changes, and limited signage space restricted upselling opportunities. Now, eight TV screens display clear, organized menu layouts, with the center screens dedicated to specials, new item highlights, holiday promotions, and more. The improved readability has benefited customers of all ages, making the ordering process more efficient and engaging.

Through these initiatives, Rubino’s has transformed from a beloved local deli into a business with a strong, consistent, and recognizable brand. Their website now serves as an essential hub for customers, making it easier than ever to browse catering options, explore deli selections, and stay updated on promotions. The digital menu boards have streamlined in-store operations, improving the ordering experience for both customers and staff. As a result, Rubino’s has been able to better serve its growing customer base while maintaining the authenticity that makes it a community staple.

Beyond just design work, this collaboration has been about building a lasting relationship. By understanding the values of the Rubino family, I’ve helped ensure that every new branding decision aligns with their vision. What started as a small opportunity back in 2010 has grown into a partnership that spans multiple businesses, and I take great pride in knowing that my work continues to contribute to their long-term success. This relationship has not only helped shape the future of Rubino’s but has also played a defining role in my career as a designer.

Let’s Create Something Great. Together.