UGEM is RubyGarage's subsidiary company and was founded in 2016. An ex-RubyGarage's Design department became an independent office that delivers a full range of digital design services. The core of a brand name is an acronym User-Gem. The design challenge was to develop a visual identity that would entirely reflect the team's essence, character and point to the key value of studio's work. As a result, was developed light and minimalistic interface with storytelling in design. Each website's section features storytelling of team's projects. Thanks to simplified information architecture and convenient navigation the website is accesable and simple to use.