Hulsbosch Unveils New Branding For Property Group Dexus

Brand agency Hulsbosch has partnered with Dexus to develop a new brand identity for the Australian listed property group.

The new brand identity speaks with authority about the Dexus’ courage to innovate, its approach to listening, learning, understanding and responding, and making the complex simple, according to Hulsbosch director Jaid Hulsbosch.

“Dexus has evolved as a brand and become more customer-centric – they came to Hulsbosch wanting to understand and embrace the future,” he said.

“Our creative idea had to crossover location borders, ensure adaptability across office, industrial and retail properties, as well as visually bring something different to the business.

“The rebrand is ambitious, innovative and reflective of a time of transformation for Dexus. Our solution enables them to connect with their customers and communities in a way that is meaningful.”

Deborah Coakley, executive general manager of customer and marketing at Dexus, said: “Dexus has introduced the new look and feel to align with who we are today and where the business is heading.

“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.”

Dexus has a property investment and management portfolio valued at over $22 billion that spans office, industrial and retail properties.

The property group is also going to market with the broader more public-facing experience brand, ‘Workspace Dexus’, capturing the essence of where and how the corporate brand lives for its customers, in both the immediate and broader concept of the workspace.

Dexus is evolving the concept of a workspace community by providing value-add services for customers like car sharing and parking solutions, childcare, and flexible meeting and training facilities.

Dexus has worked with creative agency Hulsbosch on the brand development, with the new branding being phased in to its buildings over the coming months.

CREDITS (HULSBOSCH)

Executive creative director: Hans Hulsbosch

Director: Jaid Hulsbosch

Strategy director: Brent Heatley

Designers: Benni Weller, Dean Hazelgrove, Paul Principe

Client services director: Clare Bailey