Hey Ruca Brand Case Study
Hey Ruca — Brand Case Study
Art Direction, Brand Systems, and Scalable Cultural Storytelling
Role: Founder & Brand Designer
Timeline: 2018–Present
Focus: Brand identity, illustration systems, apparel, public-facing brand expressions
Overview
Hey Ruca is an artist-led brand platform that operates across apparel, public art, collaborations, and cultural experiences. The project demonstrates how illustration-driven storytelling can function as a scalable brand system supporting retail distribution, partnerships, and measurable business outcomes while remaining culturally grounded.
The brand applies strategies commonly used by global lifestyle companies, adapted to a model where original artwork drives identity, marketing, and engagement.
Brand Foundation
Founded in the San Francisco Bay Area, Hey Ruca began as an extension of a professional illustration practice rooted in neighborhood storytelling, feminine narratives, and Chicano-influenced visual language.
Rather than separating art and commerce, the brand integrates:
- Illustration as the core brand system
- Apparel and product design
- Public art and installations
- Brand and institutional collaborations
This structure allows Hey Ruca to function simultaneously as a creative studio, cultural platform, and consumer brand.
Brand Principles
Cultural authenticity: Work reflects lived experiences, not trend-driven aesthetics
Artist-first systems: Illustration drives all campaigns and products
Accessibility: Art is distributed through apparel, retail, public space, and digital platforms
Community presence: Projects live where audiences already gather
Retail & Distribution
Hey Ruca has grown from an independent project into a nationally distributed brand:
As of 2025, Hey Ruca is available in 48+ Zumiez retail locations sold online through their primary website Zumiez.com.
This model allows Hey Ruca to scale while maintaining a clear, recognizable identity.
Collaborations
Hey Ruca has partnered across sports, music, retail, and cultural institutions, including:
- San Francisco Giants
- Sacramento Kings
- Athletics MLB
- Smithsonian Folklife Festival
- DGK Skateboards
- The Hundreds
- Adidas Skateboarding
- Modelo
- & More
Each collaboration required adapting the Hey Ruca brand system to new contexts while preserving consistency and voice.
Business Impact
A key example of performance-driven collaboration:
San Francisco Giants (2024–2025)
Estimated $1M+ in revenue
Revenue driven by collaborative apparel and artwork releases
This demonstrates how culturally authentic brand systems can translate directly into commercial results.
Visual System
The Hey Ruca brand visual language blends:
- Mural and tattoo-inspired line work
- Character-driven storytelling
- Feminine protagonists
- Street and fantasy references
- The system is designed to scale across
- Apparel graphics
- Murals and installations
- Packaging and collectibles
- Digital and social media
- Brand Activations
Projects extend beyond static design into experiential formats:
- Interactive installations
- Public-facing murals
- Cultural and sports events
These activations increase visibility, engagement, and social sharing while reinforcing brand identity.
Audience
Hey Ruca connects with brands seeking Latin cultural credibility and community connection:
- Streetwear and lifestyle consumers
- Women within street and car culture
- Art-forward audiences
Why This Case Study Matters
This project demonstrates my approach to brand design:
- Illustration-led design systems
- Consistency across physical, retail, and digital surfaces
- Collaboration with cross-functional and external partners
- Balancing cultural integrity with scale and performance
Future Direction
The Hey Ruca platform continues to expand into:
- International collaborations
- Large-scale public installations
- Animation and digital storytelling
- Museum exhibitions
- Experiential retail environments
- Social Media campaigns
- Community driven activations
