Branding the modern workplace


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. Hulsbosch were approached to shift these perceptions and better communicate Dexus’ visionary approach to the modern workplace, positioning them as a desirable customer experience brand.

Built from the ‘Leading by Doing’ strategic platform, the new Dexus brand identity speaks about their courage to innovate, simplifying the complex, and of being a brand of action. The fresh look and feel is more user-friendly, future-focussed and reflects the notion that Dexus continually bring different perspectives together, finding better ways to shape workplaces, now and in the future.

Project Scope

Brand strategy and positioning
Research and analytics
Brand portfolio and architecture
Identity design
Messaging and tone-of-voice
Employee engagement
Digital design
Brand guidelines
Implementation and roll out

‘Hulsbosch understood the direction we wanted to take, reinforcing a point of difference in an undifferentiated market.’

Darren Steinberg
CEO Dexus

‘The brand reinforces Dexus as a property group that is innovative and customer focused. We bring multiple perspectives together to find better ways to shape workspaces, now and in the future.’

Deborah Coakley
Executive General Manager Customer and Marketing