The Rubinstein Group

One of the biggest names in Australian property gets a glamorous overhaul to match their top-end success.

Gavin Rubinstein and his high achieving team are known both Australia wide and internationally thanks in part to the stellar success of Amazon Prime’s Luxe Listings Sydney. They’ve made an enviable name for themselves in Sydney’s famously competitive luxury property market, smashing sales records while providing highly bespoke client services. When The Rubinstein Group set out to forge their own path without the Ray White parent banner, a custom site was commissioned to reflect the new brand. They wanted to convey TRG’s sophistication, company values, and poised and polished approach to some of Australia’s grandest harbour front properties.

Many brands in this space require bold messaging and loud visual appeal to introduce themselves in a crowded market, but working with such a well known name required the opposite approach. Rather than introduce The Rubinstein Group to new and existing clients, we designed the website with simplicity and confidence in mind. Like the best prestige brands in any sector, there’s no need to shout what you do from the rooftops. Plausible sophistication for a luxury brand tends to come from understatement.

With spacious layouts, minimal but thoughtfully laid out type, and a deliberate lack of sales-driven calls to action, clear choices were made to set TRG apart. We soon found that use of taglines, voiceovers or downloadable flyers simply weren’t needed.