Creating the Future State of Industrial Property Branding
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Creating the Future State
of Industrial Property Branding

Urbanisation, population growth, e-commerce and land availability has seen increased occupier demand in the industrial property branding market.

The Australian market is experiencing a rapid catch up in logistics with significant runway in terms of price and rental growth. In response, the creation of innovative industrial spaces to meet growth and establish marketplace differentiation is a priority for investors, developers and tenants alike.

The new horizon in the industrial property branding sector sees the rise of future-focussed environments that positions the user experience and amenity at the heart of the design. A carefully designed industrial property branding experience not only increases the visibility of a site, but it also heroes the tenant experience in a commitment to providing progressive work environments.

Industrial property
branding boom

Beyond signage and wayfinding, effective industrial property branding extends to a holistic consideration of the user-experience at any location. Industrial estates are now being more thoughtfully designed, featuring elements like the creation of gardens, eating and leisure areas and fitness facilities in addition to signage. The current market of industrial property branding demands that industrial enterprises consider unified and creative ways of integrating their brand throughout the entire property through design and architectural outcomes, as opposed to simply placing a sign out the front of the site.

The creation of a holistic design framework that responds to the developer’s brand DNA and vision sets the direction for the future and ensures long-term viability of a site. With a brand-led mindset, the developer can best identify opportunities for asset improvement that are linked to values such as sustainability and efficiency, community engagement, localisation, user experience and creating a sense of place.

Designing for industrial
property branding typologies

Acknowledging the different industrial property branding typologies and functionality is important for determining what design overlay is applied. General industrial estates are often suburban, multi-tenanted sites that may require a range of design and branding interventions like signage and wayfinding in enhancing the site’s overall accessibility, facilities and aesthetic appeal.

Owners of logistics properties often need to devise innovative ways of accommodating clients with high-volume or even intermodal transport requirements, while still enhancing the site’s usability beyond warehouse efficiency. Finally, business parks are expansive office campuses that may feature three or four buildings on one site, therefore attracting large companies and tenants. In addition to precinct and brand identification, design attributes including hard and soft landscape, facades and built form, user amenity, lifestyle and wellbeing are becoming more desirable.

Industrial property branding: Designing for the client

Regardless of the industrial property branding typology, it is important for owners to recognise design elements that help attract and retain tenants. Ultimately, properties designed with careful consideration of the client’s needs are more likely to result in higher demand, lower vacancy and rental growth. Now a mandatory design consideration in every project, sustainable outcomes are achieved through extensive client research and holistic design solutions.

Scalability is important. Ensuring design outcomes are on-brand and scalable to suit a variety of asset sizes is also important. Design elements applied to a 200 hectare site should also be able to be scaled down for application onto a small infill site. In this way brand equity can be built across the property portfolio. Diadem’s 15 years of experience spanning all industrial property branding typologies has seen us work with the likes of Dexus, Goodman, Frasers, ISPT, ESR, Aliro, Altis, GPT and Stockland. Regardless of the project or asset size, effective design outcomes are shaped by a client’s needs and a view to maximise the locational context of a site.

Sustainable value is created through the creation of a design framework that is embedded in the ethos of the developer’s brand and vision. In turn this enhances shareholder value while achieving positive impacts on society and the environment.

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