Australia’s biggest commercial property business, Dexus, wanted to establish their brand in the market. Beyond their product offering, there was no meaningful reason for prospective customers to choose Dexus over their competitors. Our job was to change this, by architecting the brand with a meaningful idea at its heart.
The category has traditionally been dominated by a very functional “bricks and mortar” narrative. We identified the opportunity for Dexus to go beyond this, exploring and ultimately taking ownership of how their buildings can positively impact the daily lives of the people who work within them. This opportunity found expression in a new positioning line and creative platform: Space for Your Best Work. The first campaign iteration of Space for Your Best Work dramatises the positive effect that a Dexus workspace has on the people within it, with sparks of creativity, explosions of innovation, contemplative thought bubbles, and a number of other effects brought to life in both static and animated media. Working with architectural photographer Romello Pereira and Cream Electric Art we captured Dexus spaces at their very best and added the dramatic ephemeral explosions in post.
