AustralianSuper Rebrand

Challenge:
AustralianSuper, one of Australia’s leading superannuation funds, engaged us to reimagine its brand identity and strategy. The goal was to evolve the brand to better reflect its core purpose: putting members at the heart of everything it does. With increased competition and shifting audience expectations, AustralianSuper needed a more human, relatable, and future-focused brand presence, one that could connect meaningfully across all touchpoints.

Approach:
Guided by the strategic platform of ‘Australians on the rise’, we worked to reposition the brand with optimism, progress, and empowerment at its core. The identity needed to reflect a sense of national pride while maintaining trust, clarity, and accessibility across a diverse member base.
We delivered a comprehensive brand strategy and a refreshed visual identity system designed for consistency and flexibility across all channels, digital, print, environmental, and internal communications. This included a full suite of brand guidelines and key business templates to ensure smooth implementation and long-term coherence.

Outcome:
The revitalised brand positioned AustralianSuper as a forward-thinking, member-first organisation with a clear and confident presence. It supported stronger engagement with members, clearer internal alignment, and a robust platform for future growth and innovation.