The driving force in super

CHALLENGE

MTAA Super is a top-ranked, mid-tier superannuation fund that was looking to the future and wanted to move out of the super industry slipstream. The focus had shifted to reset and reconnect the brand to its members, drive member acquisition in the motor and adjacent industries, and build brand presence and profile. There was an opportunity to develop a more purposeful brand by leveraging the fund’s differentiating qualities and ultimately drive growth.

IDEA

The new brand identity breaks out of the homogenised look and feel of the super category with a bold, dynamic, and progressive visual identity that has been applied across all communication channels. An overhaul of how the brand speaks completed the brand’s rejuvenation with a tone of voice that reflects the brand’s personality. Brought to life through simplified and streamlined educational communication tools that have empowered existing and future members about their super.

IMPACT

The new brand identity allowed MTAA to further differentiate itself in the super industry and set the stage for many positive internal cultural changes that included a complete office refurbishment. The MTAA brand is now performing stronger than ever and their $9 billion industry fund has been named a finalist in three categories in the Conexus Financial Superannuation Awards 2017.

Awards

AGDA Awards 2016
Judges Choice – Branding Large Business

"Our program of change across all aspects of the Fund’s operation are focused on competing head to head with industry and retail superannuation funds in Australia. <br>I’m delighted with the outstanding guidance and passion from the Hulsbosch team. The rebrand will inject renewed marketing vigour enabling us to stand out and fulfill our ambitions for the future."

Leeanne Turner, CEO, MTAA SUPER

OTHER WORK