Think outside the square
Dexus approached Theola to create a unique identity, differentiated brand positioning and leasing collateral for their new bespoke ‘out-of-the-CBD-box’ next-gen workplace in Melbourne’s sought-after city fringe, Richmond.
Disruptive innovation is all about defining a problem, and thinking differently to come up with an elegant, innovative solution. Dexus is well-known for exceptional ‘inside the box thinking’, a dedication to continuous improvement and workplace evolution honed through years of experience. They know what works, why it works and how to keep improving it.
At Nine Brighton, Dexus thought outside the traditional commercial office category to deliver the unexpected – a truly boutique, superbly connected next-gen workplace within the Richmond ‘square’, Melbourne’s most vibrant village precinct.
It was thinking… inside the square.
The most important thing for a brand to focus on, is to be uniquely itself. The team at Dexus were absolutely on-board with Theola’s ‘exceptional not expected’ approach to the brand identity and collateral and so we reached out to talented Argentinian illustrator Ana Duje to bring her magic to the graphic language for Nine Brighton. It’s bold, vibrant and unique – quite like nothing else – a perfect match for this project.