Project

Dexus

Overview
Dexus is a leading real estate investment trust, managing and co-owning a diverse portfolio of shopping centres across Australia and New Zealand. These centres are designed to provide convenience and tailored experiences to local communities.
The Being Group was engaged to develop a unified design system to guide the creation of collateral across all retail destinations under the Dexus master brand.

Challenge
Previously, each Dexus-managed shopping centre operated with its own unique branding. The challenge was to create a cohesive library of design templates that brought all centres into visual alignment, using the Dexus brand’s colour palette, typography, and tone of voice.
The design system needed to be clear and accessible, enabling stakeholders to produce high-quality, recognisable collateral that reflected Dexus’ overarching brand identity.

Solution
To support the many design and marketing teams within Dexus’ retail network, we created a user-friendly library of templates, compatible with both Adobe and Canva platforms. Accompanied by a detailed style guide, the system enables consistent and effective collateral creation across all Dexus-owned centres.

The design system draws inspiration from the Dexus master brand, combining flexibility and modernity. While ensuring consistency, it also allows individual centres to personalise content without compromising brand integrity.

We expanded the original Dexus colour palette to suit a wider range of content needs across diverse retail locations. The style guide also includes specifications for image frames, graphic elements, logo usage, typography, and colour application.

To further support content creation, we provided a comprehensive copywriting guide, offering strategic advice on tone, messaging and grammar. This ensures each centre can communicate its unique offering—whether for tactical promotions, seasonal campaigns, or operational messages—while still feeling part of the Dexus family.

Following delivery of the design guidelines, we produced a complete set of Canva templates with text placeholders, allowing design teams to generate collateral efficiently and on-brand.

Template designs were created for various formats, including digital screens, posters, tallboards, strut cards, in-centre hoardings, coffee cards, and social media content (such as Instagram static posts, carousels, Reels, and stories).

The resulting system has equipped Dexus with a unified yet adaptable approach to branded content, ensuring consistency and clarity across its network of retail locations.