Charting the course:

Brand platform

We spent time with our audience in one-to-one interviews,  to understand their needs, pet peeves and real ambitions. This informed a brand platform that positioned Dex as a highly selective recruiter for ambitious talent - with no time for hype or fluff. We delivered a Brand Playbook with a brand voice stripped of corporate jargon, focusing on precision, utility, and high-level ambition.

Creative campaign

We launched Dex’s debut campaign with a series of high-impact posters across key technology hubs. The visuals echo terminal code,using a minimalist, anti-marketing aesthetic designed to cut through traditional advertising clutter.

Validated with the audience prior to launch, the creative resonated deeply for its authenticity.The headlines lay it out for the record - Dex filters out all but the best roles and candidates.  

 “In the age of AI, you have to lean into customer understanding, so this campaign looks like code and really speaks to our tech audience. At Dex, we’re reimagining how top talent meets world-class opportunity. We are building a brand people love and a global community for those who seek technical challenges and missions that truly fit their values.”
Abba Newbery, Chief Marketing Officer, Dex