Image Credit : Video Credit: SLIK
Project Overview
To kick-start step-change growth and reinvigorate its member base, industry super fund Local Government Super (LGS) needed to reposition itself to appeal to a broader range of members beyond public service. Principals identified a nugget of truth that encapsulated LGS’s responsible investment philosophy and made it exciting and appealing a new generation, while bringing existing members along the journey. With a new name, Active Super, which opened up new possibilities, and a bold new identity, we’ve shaken up the sector and set Active Super up to achieve its ambition for member growth.
Project Commissioner
Project Creator
Team
Moensie Rossier, Strategy Director
Simon Wright, Executive Creative Director
Hamish Cargill, Director of Language, XXVI
Tui Horo, Group Operations Director
Jen Currie, Account Director
Darren Swain, Creative Director
James Welch, Design Director
Carolina Relander, Senior Designer
Jordan Demetriou, Designer
David Cunningham, Head of Production
Nathan Mcilvain, Finished Artist
Lisa Wilson, Senior Writer
Blair Patterson, Senior Digital Producer
Mark Li, Digital Design Lead
Project Brief
Building on the organisation’s core strengths and community roots, Principals identified that LGS’s ingrained philosophy of active responsible investment, “We believe responsible investing underpins strong performance,” was also fundamental to the brand positioning. While relative newcomers to responsible investing were very vocal in this space, LGS had been quietly proving the worth of its investment philosophy for over a decade. LGS first became a signatory to the UN Principles for Responsible Investment in 2007 and has been named Australia’s ‘Best Green Super Fund’ six times by Money Magazine since 2012.
Project Innovation/Need
Putting LGS’s investment philosophy at the core of the brand strategy, Principals developed the strategic brand idea, “Building wealth on good foundations,” which resonated strongly with LGS people. It was felt to build on the organisation’s community heritage, while sending strong signals about the performance benefits of responsible investing.
This idea was the springboard for Principals’ in-house agency XXVI to create a new name, Active Super, along with a vibrant new voice and writing principles to build a consistent customer experience. Active Super was chosen as the name as it captures the organisation’s long-standing pursuit of investments that deliver solid returns for members and that have a positive impact on the world, as well as their active involvement with members and their local communities.
The brand idea also inspired our bold new visual identity, “The clean green investing machine.”
Design Challenge
The competition tended to adopt two approaches to design, one was corporate and rather boring, while the other was quite militant and spoke to young activists, but not necessarily older people closer to retirement who were looking to protect their wealth. We needed to excite and stand out for people of all ages, reassuring exising members of the fund’s strong performance, while appealing to a new generation of ethically motivated and purpose driven Australians.
Our new identity was a real hit with customers across the board in our online community research panel. Its warm-hearted optimism aligned to their hopes for the future, no matter whether they were at the start of their careers, or at the point of retirement. The illustration style is bold and colourful, with a serious message delivered in a playful way. It evokes some elements of their heritage, while modernising and catapulting it into the digital age.
Effectiveness
The exuberant and youthful new brand disrupts the category and appeals to generations of community-minded people, who see their success and sustainability as intertwined, our research indicated.
It’s also driving momentum within the organisation. Describing the effect the brand has already had on the culture of Active Super, Chantal Walker, Chief Digital and Marketing Officer, said, “Everyone has a new revitalised spring in their step and is using the re-brand project as a benchmark as to how they approach some of the large product and regulatory changes coming down the pipeline. It’s amazing what a simple name change can do to people’s energy levels!”
Active Super are now being approached by many varied organisations for partnership, purely based on their new name and brand. This will allow Active Super to get their name and what they stand for in front of a wider audience, which will in turn ensure they achieve their desired net member growth.
Graphic Design - Identity and Branding - Finance
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
More Details