Commercial
Salta Properties
Mulgrave
Lynton Crabb
The Sensory
Amber Crabb
Brand Strategy
Brand Identity
Brand Development
Art Direction
Brand Imagery
Print & Digital Media
Website
Sales Campaign
Social Media
Site Signage
Nexus Mulgrave is an established and successful business precinct, but it’s existing brand expression didn’t reflect this. Relying on renders and illustrations for what it could be rather than what it actually is. Thus, Grenade was engaged to reposition the brand around the energy of the place today.
The brand refresh and campaign shifted the focus from future promise to lived experience, promoting the precinct’s growing commercial offering alongside its established amenity, wellbeing and sense of community.
A robust brand strategy identified Nexus’s diverse audiences and their shared desire for a better balance between professional performance and everyday life. This led to the masterline, “Work life. Life works.”—a simple, memorable expression connecting flexible workplaces with the convenience and lifestyle offered throughout the precinct.
Since launch, Salta has reported increased market awareness, stronger tenant engagement and positive momentum across leasing and renewals—demonstrating the commercial impact of a strategically led brand.
At the heart of the visual response was the Nexus ‘X’—transformed into a flexible graphic device with movement at its core. Applied across precinct signage, wayfinding, campaign hoarding, leasing collateral, digital and motion, the system used bold intersections, shifting crops and layered imagery to bring work and lifestyle together.
The result was a distinctive and dynamic graphic language that created consistency across every touchpoint while providing a flexible framework for communicating the precinct’s many product proof points.
Grenade developed a flexible digital framework for Nexus Mulgrave, Riverworks Richmond and future Salta commercial precincts—creating a consistent approach to content while providing a more efficient and cost-effective solution for rolling out multiple websites.
The responsive platform balances a shared structure with the flexibility for each precinct to express its own identity, offering and audience priorities.
Dynamic motion brings the Nexus identity to life online, with animated intersections, shifting imagery and the graphic ‘X’ creating a sense of energy and connection. The result is a contemporary digital experience that strengthens brand recognition, supports leasing and provides Salta with a scalable platform for future growth.
Guided by the masterline “Work life. Life works.”, the art direction presented Nexus Mulgrave as a progressive precinct shaped by its people, workplaces and amenity.
Brand strategy revealed a culturaly diverse tenant community, informing an inclusive casting approach produced by Amber Crabb and photographed by Lynton Crabb. Talent spanned senior leaders through to a younger workforce, selected to feel credible as colleagues rather than conventional campaign models.
Across offices, hospitality, wellness and outdoor spaces, the photography balanced authentic moments of professional focus with connection, movement and everyday enjoyment. The result was an image library celebrating diverse talent and the precinct’s physical offering.
“Grenade Studio transformed Nexus Mulgrave’s positioning with strategic thinking, creativity and commercial understanding, delivering a distinctive, integrated brand that increased market awareness, strengthened tenant engagement and supported positive leasing outcomes.”
