The superannuation sector is saturated by language that feels fairly same-same. In this environment, AustralianSuper – the largest fund in the country – was having trouble finding ways to get their voice to stand out.
We revel in the opportunity to break up the language of a sector by finding something different in the way a brand speaks. For us, it’s about identifying those things that are truly distinctive, capturing and then weaving them into the key things a brand says. We worked alongside the AustralianSuper brand team to work out what kind of different would work best for a fund that is responsible for the retirement saving of more than two million Australians.
Turns out there was an effortlessly authentic, bright-minded side to AustralianSuper’s voice that the fund wasn’t making the most of yet. We evolved their guidelines to give the fund permission to do that – without losing the insightful, future-focused side that comes with being an industry leader.
AustralianSuper are now in a position to further distinguish themselves from the competition. Not only in the way they support Australians’ financial futures – but in the authentic conversations they have along the way.