Future-focused and flexible

With a share price that has increased to $10.28 and a strong financial standing among its peers, Dexus, an Australian property group, faced little brand recognition in the public eye. Looking to shift sector perception and boost awareness in a saturated real estate market, Dexus has been rebranded by Sydney-based branding and design agency Hulsbosch. The new visual identity should elevate the company’s position in the marketplace and reflect its evolution to a more customer-centric brand.

Despite having over $22bn in assets that span office, industrial and retail properties, Dexus has struggled with public perception, or a lack of, in recent years. With the rebrand, Hulsbosch aims to differentiate it from a sea of other property groups by focusing on the company’s wide range of service offerings. The modern and future-focused identity is rooted in its ‘Leading by doing’ strategic platform which conveys the company’s action-oriented culture and courage to innovate and simplify the complex.

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

Jaid Hulsbosch, director at Hulsbosch says the rebrand had to visually bring something different to the company, as well as ensure adaptability across office, industrial and retail properties. “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,” Hulsbosch says.

Dexus is also launching a wider public-facing experience brand, ‘Workplace Dexus,’ which encapsulates the corporate brand for its customers. The company is ‘reimagining’ the concept of a modern workspace community, offering additional services such as car sharing and parking solutions, childcare and flexible meeting and training facilities.

The new branding will be rolled out in its buildings over the coming months.