That’s the spirit

CHALLENGE

The merger of two superannuation funs, MTAA Super – a national motor-industry aligned super fund, and Tasplan – Tasmania’s largest super fund, into one fund of approximately 338,000 members and $23.6bn assets under management, provided the need for a completely new brand, name and identity.

SOLUTION

Hulsbosch created the name, Spirit Super, which was born from the brand essence “feel special”, a progressive and optimistic people-first fund with a stronger emotional resonance than functional. The logo icon represents the idea that Spirit Super is here to make their members from all over Australia feel special. It’s an abstract map of the continent with an optimistic spark radiating from its centre.

IMPACT

The brand strategy and identity establishes Spirit Super as a wealth management leader with customer-focused service and whose specialised knowledge, advice and expertise will deliver long-term returns for its members.