Built from zero with Hexa Commercial
A name, a brand
a business.
When the business behind Hexa Commercial stepped away from a national franchise agreement, it didn’t inherit a brand — it needed one built from nothing. In four months, Sixteen By Nine took it from a blank page to a name, an identity and a business people could walk into.
Client
Hexa Commercial
Sector
Commercial Property
Services delivered
Market
Perth & Western Australia
The Brief
Independent by choice. Unbuilt by name.
For years, the team now known as Hexa Commercial operated under the MMJ Real Estate banner — trading on a national franchise name, its systems and its market recognition. When ownership made the decision to step outside that agreement, it wasn't a simple sign change. Every point of brand equity the business had built sat with a name it no longer had rights to.
There was no fallback identity waiting in a drawer. No holding logo, no placeholder website. The business needed a name, a strategy and a fully built identity — website, signage, uniforms, marketing collateral — in a timeframe most agencies would call unrealistic: four months, worked around live transactions, with a team that couldn't afford to pause servicing clients while the brand caught up.
Commercial property is complex enough without a fragmented advisory team. Owners with multi-asset portfolios were used to working across a separate sales agent, a separate strata manager, a separate facilities contractor and a separate valuer — often people who'd never spoken to each other, with accountability lost somewhere in the gaps. The new brand needed to make Hexa's actual structure impossible to miss: six disciplines, one integrated team, one point of accountability. No handoffs. No silos.
"Clarity before creativity. This is what it looks like when it lands."
Jarrod Greenwood, Founder & Director — Sixteen By Nine
Challenge One
Starting from nothing, on the clock
With settlement dates, exclusive listings and existing client relationships all riding on a hard changeover date, there was no room for an extended strategy phase. Naming, positioning and identity had to be resolved fast enough to build every physical and digital touchpoint before the franchise agreement lapsed.
Challenge Two
No handoffs. No silos.
This wasn't a single-service agency looking for a new coat of paint. Sales and leasing, property management, strata, facilities, childcare and business sales, and valuations each speak to a different audience with a different problem. The brand needed to hold all six together under one credible, senior, full-service positioning — without flattening any one of them into an afterthought.
Our Approach
Compressed timeline. Uncompromised process.
With a hard changeover date bearing down, it would have been easy to skip straight to logo concepts. Instead, Hexa Commercial's leadership sat through the same full-day Brand Master Workshop run with every Sixteen By Nine client — purpose, vision, mission, values, positioning, personality and voice. The timeline was compressed. The process wasn't.
That distinction matters. The name and identity that followed weren't a fast creative sprint dressed up as strategy — they were the direct output of that workshop, arrived at in days rather than the usual weeks, not around it.
01
Phase One
Brand Master Workshop
A full-day facilitated session with Hexa Commercial's leadership team, held in March 2026 — before a single naming or design decision was made. The output was a complete Brand Master Guide spanning brand substance, positioning, personality and voice, brand story and messaging architecture, and the visual style guide: the working reference every decision since has been tested against.
02
Phase Two
Naming & Positioning
The name emerged directly from the workshop's brand substance work, not a separate creative exercise bolted on afterward. One of the values that surfaced in the room — six pillars, one team, total accountability, no handoffs, no silos — described a hexagon before anyone had drawn one. Hexa named the business for what the workshop had confirmed it actually was.
Distilled Positioning Line
"Hexa Commercial is one of only a few full-service commercial agencies in Western Australia — six disciplines, one team, total accountability."
03
Phase Three
Identity Development
A visual system built around geometric precision — angular, structured, confident. Deep navy and considered secondary tones replaced the generic corporate blues typical of the sector, positioning Hexa Commercial as a senior, independent operator rather than a franchise outpost.
04
Phase Four
Full Rollout, Fast
Website, signage, uniforms, business collateral and an ongoing marketing framework were all built and deployed inside the four-month window — timed to go live the moment the franchise agreement ended, with no gap in market presence.
The Identity
Six sides. One mark.
The brandmark is a hexagonal "H" — two angular, interlocking facets that read simultaneously as the initial of the name and the six-sided form behind it. The same shape strips back to a standalone motif: a graphic device used to feature areas, frame imagery and carry the brand's geometry across every touchpoint, independent of the logo itself.
For coloured background usage
For white background usage
Colour Palette
Primary Navy
#003369
Secondary Grey
#58595B
Secondary White
#FFFFFF
Typography
Panton Bold carries subheadings; Panton Regular runs across headlines and body copy — a considered, confident sans that stays legible from a strata notice to a 6-metre sign.
The full identity system was built out into a complete asset pack — signage specifications, uniform embroidery files, business card and email signature templates, and a website design system — so every touchpoint launched consistent from day one.
Brand Personality & Voice
The Everyman opens the door. The Sage earns it.
The workshop built Hexa Commercial's personality on three archetypes, each contributing a distinct quality. Lean too far into any one and the brand tips into a pushover, a lecturer, or an overconfident operator — the balance between all three is the point.
40%
The Everyman
Friendly · Welcoming · Approachable
Grounds the brand in warmth and accessibility. Clients never feel judged or like a number — what sets Hexa apart from the nationals.
40%
The Sage
Intelligent · Wise · Knowledgeable
Gives the brand its authority. Clients come for genuine expertise across six disciplines — trust earned through knowledge, not volume.
40%
The Hero
Mastery · Courage · Results
The edge. When things get difficult, Hexa steps in and gets it done — never the loudest voice in the room, but the most reliable.
How It Sounds
Confident, not arrogant
Speaks with authority that comes from experience, not ego.
Direct, not blunt
Gets to the point without burying the answer in caveats.
Warm, not casual
Approachable and human, but always professional.
Steady, not stiff
Calm under pressure, consistent over time — no spikes, no trend-chasing.
Honest, not brutal
Tells clients what they need to hear, delivered with empathy.
Local, not parochial
Proud to be a WA business, built for WA clients — a commitment, not a limitation.
The Launch
The strategy stopped being slides. And started being real.
Sales and leasing, property management, strata, facilities, childcare and business sales, and valuations — six teams who'd rarely been in the same room for a photo — pulled together for one. New uniforms on. New signage up. New name on the door. It was the visible end of four months of work that's rarely seen all at once: brand strategy, identity, website, copy, signage and uniforms, built from a blank page into a business people could actually stand in front of.
Clarity before creativity. This is what it looks like when it lands.
What We Delivered
Everything needed to launch with confidence.
01
Brand Master Workshop
Full-day facilitated strategy session with leadership, March 2026 — purpose, vision, mission, values, positioning, personality and voice.
02
Comprehensive Brand Master Guide
Brand substance, positioning, personality and voice, brand story and messaging architecture, pillar messaging, reasons to believe, and the visual style guide — the working reference for every decision since.
03
Naming & Visual Identity
The Hexa name, hexagonal "H" brandmark and standalone motif, navy/grey/white palette, and a Panton-based typographic system.
04
Website Design & Build
Full website designed and built around the new brand system, live from launch day.
05
Signage & Uniforms
Physical rollout across office signage and staff uniforms, timed to land the moment the franchise agreement ended.
06
Ongoing Marketing Services
Continued content and marketing support beyond launch, keeping every channel consistent with the new brand.
Got a project like this?
Complex business. One clear brand.
We work with growth-focused SMEs, professional services firms and multi-disciplinary businesses across WA and nationally who need a brand that matches what they've actually built. Let's talk about what you need.
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