History

Rubix Studios launched XRL, a research and development division focused on Web3, AI, automation, and enterprise technology. Building on the company’s cloud infrastructure, XRL was formed to lead innovation in decentralised platforms, blockchain-integrated systems, and AI-driven tools that enhance scalability, performance, and data security. Early projects include a blockchain-AI social platform, Hedera-based digital wallet, neobanking tools, blockchain ticketing system, and an AI-powered business directory. XRL also began development on enterprise automation products such as a venue management system and a privacy-focused directory for adult services—positioning Rubix Studios as a key provider of future-ready enterprise infrastructure.

As businesses embraced new technologies, Rubix Studios strengthened its position as a provider of automation, cloud hosting, and security solutions. The company deployed AI-driven automation to streamline workflows and increase operational efficiency, while Rubix Host introduced enterprise-grade cloud services focused on uptime, scalability, and cybersecurity. In response to growing demand for advanced infrastructure, Rubix Studios expanded into Web3, NFT development, and blockchain integration, establishing itself as an early adopter of emerging technologies. At the same time, the company led marketing and production for large-scale events, delivering end-to-end digital campaigns, livestreams, and immersive virtual experiences. To further support scalability, Rubix Studios extended its enterprise cloud offering by integrating automation and business intelligence tools—enabling data-driven solutions that optimise performance and drive growth.

As the COVID-19 pandemic accelerated digital transformation, Rubix Studios and Rubix Host experienced rapid growth, supporting businesses in their transition to online operations. The surge in demand for scalable digital solutions drove expansion across cloud infrastructure, SEO services, and digital marketing—enabling businesses to maintain revenue during lockdown periods. To meet this shift, Rubix Host scaled its server infrastructure to manage increased web traffic, ensuring high availability and performance under sustained demand. At the same time, Rubix Studios extended its digital marketing, web design, and automation services—delivering cost-effective strategies that helped businesses adapt and remain competitive. This period also marked significant growth in strategic partnerships. Rubix Studios formed alliances with more than 50 industry leaders, including Google, Microsoft, AWS, Shopify, Zoho, Xero, Freshworks, and HubSpot. These collaborations reinforced Rubix Studios’ position as a leading provider of cloud services, business automation, and digital transformation solutions.

Recognising a gap in the hosting market for affordable, transparent, and high-performance solutions, Vincent Vu founded Rubix Host with a clear mission: eliminate pricing instability, hidden fees, and unreliable service while delivering enterprise-grade performance. Rubix Host quickly gained momentum, providing tailored hosting solutions for businesses, developers, and enterprises across Australia and internationally. With a focus on speed, reliability, and long-term scalability, it positioned itself as a flexible, cost-effective alternative to traditional providers. As demand for complete digital solutions grew, Rubix Host expanded into managed hosting, domain registration, and cybersecurity services—forming strategic partnerships to further enhance infrastructure performance and reliability.

In 2014, Rubix Studios officially launched as a full-service digital agency, consolidating years of experience across creative production and digital services. Evolving from its roots in photography and videography, Rubix expanded into web development, digital marketing, and branding—bringing a wide range of services under a unified brand. The agency developed early expertise in SEO, web design, video production, Google Ads, and social media marketing, delivering solutions that helped clients grow their online presence. At the same time, Rubix played a major role in the Australian music industry, promoting sold-out concerts and bringing international acts to top venues including The Star, Crown Casino, and major exhibition centres across Sydney, Melbourne, and Brisbane. As the business scaled, Rubix refined its approach to high-impact marketing, complex digital delivery, and measurable growth strategies—building a reputation for combining creative execution with results-driven outcomes.

During this period, Rubix Studios temporarily paused operations to address business fatigue. Rather than a setback, this pause created space for strategic realignment and industry development. Founder Vincent Vu took on the role of State Manager at one of Melbourne’s leading photo and video equipment studios. In this position, he gained valuable experience managing large-scale corporate projects and working closely with high-profile clients. His portfolio during this time included ANZ, PwC, Swinburne University, Channel 7, and Channel 10—where he provided guidance on digital production, branding, and marketing while delivering technical solutions tailored to enterprise needs. This phase was instrumental in refining Rubix Studios’ service capabilities, expanding professional networks, and deepening expertise in corporate branding, media production, and digital marketing. These experiences helped shape the company’s next stage of growth and set the foundation for its long-term strategic direction.

As the business grew, differences in philosophy and direction led to a restructuring. Vincent took sole ownership and rebranded the company as Rubix Studios, shifting its focus toward commercial media production, marketing, and event coverage. This transition involved a complete overhaul of operations and branding, positioning the business for long-term growth while preserving its creative foundation. The strategic pivot allowed Rubix Studios to move beyond its original scope, laying the groundwork for expansion into corporate media, branding and digital marketing.

While studying Medical Radiation at RMIT, Vincent pursued his passion for photography, initially capturing events in Melbourne’s nightclub and wedding scene. His work quickly gained recognition, leading to opportunities in corporate and entertainment videography. During this time, he became a shareholder and manager at several Melbourne nightclubs, applying both business and creative skills to entertainment ventures. Recognising the potential for growth, he officially registered Vida Studio, transforming his passion into a professional enterprise. Vincent’s work extended to high-profile clients and major events, including the AFL, Football Federation Australia (FFA), A-League, Guy Sebastian, and Paris By Night. This period cemented his reputation in both entertainment and corporate media production, laying the foundation for future success.

After years of developing specialised calculator applications for VCE students in Australia—spanning science formulas, accounting, and complex calculations—along with creating affordable websites for small businesses, Vincent and Samuel parted ways. This marked the end of Rubix Studios' initial phase, allowing each founder to explore independent career paths and new business opportunities while applying their expertise in fresh ventures.

After transferring high schools, Vincent met Samuel Lee, a fellow student with expertise in IT and server infrastructure. Their shared passion for technology led to a collaboration that expanded beyond gaming communities into web development and infrastructure management. Together, they established Abstract Illusions, providing reliable hosting solutions, laying the groundwork for future ventures. During this time, they also developed VCE Calculator Applications to assist Australian students with their academic performance. The duo's first commercial web development project marked a turning point, proving their ability to deliver professional, scalable solutions.

While in high school, Vincent Vu began developing custom maps and websites for Blizzard’s Warcraft III, building a strong foundation in web development and server management. Expanding beyond game modifications, he established web hosting and development services while managing online forums for gaming communities. During this time, Vincent also experimented with social networking concepts, years before platforms like MySpace and Facebook became mainstream. These early projects laid the groundwork for future ventures in web hosting, software development and online communities.