Branding Australians’ future wealth.

A brand strategy, name and identity were required for Australia’s largest industry superannuation fund. The brand’s promise “Working just for you” unified internal cultures and established a new market place positioning.

The creative strategy involved a culture rejuvenation process, comprehensive brand value discussion groups and strategic positioning methodologies.

Creative Idea - It’s the super Australian

The brandmark is designed to marry the attributes of Australian culture with the fund’s future business objectives – its tone of voice is innovative, genuine, diverse and proud.