In early 2021, Local Government Super rebranded to become Active Super. As part of the project, we created a new name and voice to bring the superstar energy of Active Super to life – one that could talk to the idea of the fund as a fun, ethical trailblazer.
In a competitive market, Active Super aimed to grow beyond its local government roots and appeal to people looking for something better. To do this, it was time to be louder and prouder about who they are: a pioneer in responsible investing since they stopped investing in tobacco twenty years back. (In fact, they were Australia’s first super fund to do this.)
With its community ethos and track record of examining investments for positive impact, Active Super had an authentic proposition to inspire its new identity. ‘Active’ was picked as a name to reflect how it chooses and manages investment, its role in the community, and how it empowers members to get involved in their super.
Along with fresh visuals by Principals, we created a voice that felt bold and assertive, yet playful. Rather than doom and gloom, the idea was to inspire confidence in the future.
No more having its thunder stolen or failing to champion its longstanding expertise. Active Super is out celebrating the good message it has now, placing top three in its industry for positive attributes and boasting its highest member growth in four years.
Much more than a coat of paint, the rebrand celebrates the best of who the organisation has always been – a leading fund for investments that are brilliant for both its members and the world. I.e. Profitable and responsible.