Rubiks Development
Rubiks Development is a Melbourne-based property development and management company that develops bespoke and luxury residential homes. With over 20 years of experience in the industry, Rubiks is renowned for its excellent customer service and a personal and tailored approach to every project. As a Chinese-owned company, Rubiks historically attracted a predominantly Chinese clientele. Ready to offer their services to the local Australian market, Rubiks sought a brand identity that represented their service excellence and luxury offering to a wider audience.
The Process
We worked with Rubiks in the same way they work with their customers – in a close-knit and personalised way. Our brand designer is fluent in Mandarin, which helped to overcome any language barriers. This enabled a deep understanding of their needs and objectives and helped us create a sophisticated brand identity that authentically represented their business and would connect with their audience.
Inspired by the Rubik's Cube, the name was chosen by the company directors. It reflects the complexity of the multi-faceted projects they manage, and the flexibility of service the company provides.
We designed the logomark based on the dimensions of a Rubik’s Cube.
The ends of each stroke were cropped to sit within each plane of the axes and a small central cut-out creates a shadow beneath the xy-plane, adding dimension to the mark. Both English and Chinese wordmarks were customised with cut-out details to visually connect the type with the logomark.
The three-dimensional cube inspired an extended visual language.
From detailed patterns to image frames, the brand application is refined and sophisticated. The soft muted colour palette consisting of beige, brown, soft black and white draws on contemporary and comforting hues commonly used in interior design.
The Outcome
Through our close and collaborative process, we were able to create a unique brandmark that authentically represents the Rubiks Development business and a visual identity that successfully communicates a premium, trustworthy and welcoming aesthetic. The bilingual brand system is already enabling Rubiks to strengthen and grow their Chinese customer base while connecting with new customers in the local Australian market.
