The NYC Food Assistance Collaborative was seeking to improve dignity and efficiency at food pantries. They came to Big Human for a full brand and product development, including naming, research, and concept testing. Today, Plentiful has provided a reservation system for 576 pantries across New York City boroughs connecting more than 1.2 million unique users to available food by facilitating over 7 million visits across New York City.

Rubini contributed to the design, strategy, and project management of Plentiful.