Project Overview
SuiteX is a new, flexible, sophisticated co-working model by Dexus, designed to be a creative shared space with modular office areas that can flex and expand as their tenant’s businesses grow.
Project Commissioner
Project Creator
Project Brief
Asset-owning landlords Dexus were developing their own in-house co-working concepts. Typically, companies choose co-working when they’re made up of one to three people. When numbers hit 20 to 30, they leave. SuiteX, a creative shared space of modular offices, understands that businesses evolve. Their co-working spaces flex with the size of your business, meaning you don’t have to leave when you grow. Dexus required a brand which clearly demonstrated how this product resolves a fundamental problem of co-working: expansion.
Project Innovation/Need
The brand represents a new level of sophistication, with a bold edge and a strong personality that reflects the nature of this advanced new product and way of working. The X is symbolic of how the flexible work space can grow, change and morph depending on requirements.
Design Challenge
Co-working is a notoriously competitive market. The brand had to set Dexus apart form a multitude of competition and WeWork lookalikes and communicate the clear benefits of SuiteX.
Effectiveness
The clarify with which the SuiteX brand communicates its offer proved immediately successful with its target audience. The in turn generated strong media attention and renewed interest in the sector helping to maintain Dexus’ position as a workplace leader.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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