The new Dexus brand identity is built from its ‘leading by doing’ strategic platform. It speaks about their courage to innovate, of simplifying the complex and of being active but not talking about it. The fresh look and feel is more user-friendly, future-focussed and reflects the notion that Dexus continually brings perspectives together, finding better ways to shape workplaces, now and in the future.
Darren Steinberg CEO
LEADING BY DOING
Australia’s obsession with real estate does not stop at the family home’s front door; real estate investment trusts (or listed property trusts) make up one of the largest sectors on the Australian Stock Exchange rivalling banks and resource stocks in total market capitalisation1.
One such company is Dexus, an Australian Real Estate Investment Trust with $22.7 billion of assets under management and are listed on the ASX. They manage and directly invest in high quality office, retail and industrial properties across Australia on behalf of third party capital partners. They are Australia’s biggest office landlords however, awareness of Dexus was low and the brand was perceived as being old-fashioned and too corporate.
Millennials are fundamentally changing perspectives of how workplace environments should function with some 74% wanting flexible works schedules and a staggering 88% looking for work-life integration. Thus the concept of a working environment is turned on its head as work and life are now inextricably blended together2. So here come the quirky, welcoming, happiness-improving, stuffiness-reducing workplaces, hello monkey bars, common meeting places, fully equipped kitchens, goodbye water coolers, hello cappuccino machines and gymnasiums with personal trainers at hand3.
Dexus CEO, Darren Steinberg is well aware of these demands and he recognises these exciting times. He says: ‘We are working with our customers to refine what’s important to them in a work place and reimagining the concept of a workspace community. We’re providing value-add services for our customers like car sharing and parking solutions, childcare, and flexible meeting and training facilities’.4
Darren Steinberg, CEO
Ironically the Hulsbosch team works from a Dexus-managed premises and when they were approached to shift low brand recognition and develop a strategic blueprint to better communicate Dexus’ visionary approach to the modern workplace they had no trouble in ‘living the brand’. There was a strong need to expand the conversation from Dexus as a purveyor of commodities, to Dexus as a desired customer experience brand.
The rebrand needed to shift existing perceptions and reinforce Dexus as a property management group that is innovative and customer focused5. Dexus’ image needed to be redefined and the company was ready to think progressively; they assured they had the courage to innovate; listen, learn, understand and respond. They were willing to be pro-active and were looking for ways to make the complex simple.
With that generous positioning and taking leadership; ‘Leading by doing’ became the strategic platform that was driving the Dexus strategic and creative design processes.
The new Dexus brand identity is built from its strategic platform. The creative concept the Hulsbosch team proposed had to crossover location borders, ensure adaptability across office, industrial and retail properties, as well as visually bring something different to the business. It speaks about their courage to innovate, of simplifying the complex and of being active but not talking about it. The fresh look and feel is more user-friendly, future-focussed and reflects the notion that Dexus continually brings perspectives together, finding better ways to shape workplaces, now and in the future. The rebrand is ambitious, innovative and reflective of a time of transformation for Dexus. The solution Hulsbosch designed now enables Dexus to connect with their customers and communities in a way that is meaningful’.6
1. Dividend Investor. (2016). Australia Real Estate Investment Trust (Listed Property Trusts). Dividend Investor. Retrieved from http://dividend.net.au/real-estate-investment-trust-reit/ 2. Asghar, R. (2014). What Millennials Want In The Workplace (And Why You Should Start Giving It To Them) Forbes Leadership. Retrieved from https://www.forbes.com/sites/robasghar/2014/01/13/what-millennials-want-in-the-workplace-and-why-you-should-start-giving-it-to-them/#39ee7d634c40 3. Landrum, S. (2017) 3 Office Design Trends Driven By Millenials. Forbes Under 30. Retrieved from https://www.forbes.com/sites/sarahlandrum/2017/05/19/3-office-design-trends-driven-by-millennials/#40bd8dff7600 4. Darren Steinberg quoted in AEOL Explore. (2017) Dexus launches its new brand. AEOL Explore. Retrieved from http://www.aeol.com.au/databases/news/17/03/dexus_new_brand.html 5. Samios, Z. (2017). Property group Dexus unveils new brand identity created by Hulsbosch. Retrieved from https://mumbrella.com.au/property-group-dexus-unveils-new-brand-identity-created-hulsbosch-436252 6. Jaid Hulsbosch quoted in in AEOL Explore. (2017) Dexus launches its new brand. AEOL Explore. Retrieved from http://www.aeol.com.au/databases/news/17/03/dexus_new_brand.html