A new perspective

CHALLENGE

Despite being one of Australia’s leading commercial property groups, awareness of Dexus was low and the brand was perceived as being old-fashioned and corporate. We were approached to shift these perceptions and better communicate Dexus’ visionary approach to the modern workplace, expanding the conversation from Dexus as a purveyor of commodities, to Dexus as a desired customer experience brand.

IDEA

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.