During a stage of growth, the civic tech startup CoProcure was looking for a new brand, and a new name, that added personality to the procurement space. Government procurement is a $1.5 trillion market—which often means big businesses get more visibility than smaller ones. Mariel Reed and Alicia Chen founded CoProcure, a civic technology platform that allows public agencies to buy goods and services from qualified sellers, regardless of size, across America.

As the lead strategist and product manager, Rubini was responsible for interchangeably wearing the following hats:

• Brand & Product Strategy: Collaborated with strategists and designers to create competitive audit & landscaping, brand pillars, product category, audience breakdown

• Creative Direction: Guided visual expression of brand through artistic direction of colors, logo, photography, illustration

• Content Strategy: Contributed to re-name process, as well as provided oversight to other copywriters for tone of voice and copy writing

• Product Management & Client Relationship: Remained key point of contact for client, steering the project collaboratively across multiple phases of discovery, definition, naming, brand design, site design, and development.