Property group Dexus unveils new brand identity created by Hulsbosch

Property group Dexus has unveiled its new brand identity featuring a new font and colour scheme.

Created by brand agency Hulsbosch, the new design aims to shift perceptions of the brand in the property sector.

While the old logo featured a building and the brand’s full name in the TradeGothic font, the new logo is based on the Gilroy font, and features a wider selection of colours.

Deborah Coakley, executive GM for customer and marketing at Dexus said in a statement: “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, 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,” Hulsbosch said.

As part of the new brand launch, the group will also push its ‘Workspace Dexus’ offering, which offers services for customers including car sharing, childcare as well as flexible meeting and training facilities.

The new branding will be phased in during the next few months.


  • Hans Hulsbosch: Executive Creative Director
  • Jaid Hulsbosch: Director
  • Brent Heatley, Strategy Director
  • Benni Weller, Dean Hazelgrove, Paul Principe: Designers
  • Clare Bailey: Client Services Director

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