Hulsbosch Announces ‘MTAA Super’ Rebrand

Hulsbosch Announces ‘MTAA Super’ Rebrand
SHARE
THIS



Australian brand agency Hulsbosch announced today, a major rebrand that reinvents the identity of MTAA Superannuation Fund (MTAA Super).

The new branding reflects MTAA Super’s purpose to be a driving force in securing financial futures for Australians. It conveys a transformed image via an inspiring single master brand that supports a more progressive, strong and performance-focused entity to internal and external audiences.

To ensure category leadership MTAA Super has commenced a five-year strategic plan to reposition and target the retention of current members, generate increased appeal from prospective members working in the motoring industries and small businesses. It will also be highly attractive to potential clients exploring the investment category.

A reimagined visual language by Hulsbosch will establish renewed awareness for MTAA Super as the wealth management champion for a brighter future promising honesty, integrity and security delivered by customer-focused, industry savvy superannuation experts.

 

Creatively, Hulsbosch was tasked with leading a process that involved a complete audit of brand materials and their use and purpose for communications. Also a comprehensive category review that revealed ‘sameness’ or a homogenised look and feel of the superannuation category.

A priority of the project was an easy to view; straightforward branding that provided a variety of possibilities for use across a range of applications and platforms. Fundamentally an execution that offered simplified and streamlined communication of the MTAA Super products and services; and to provide category education for a diverse audience.

Explaining the strategic process, agency director, Jaid Hulsbosch: “In consultation with MTAA Super, the new brand is based on wide-ranging insights discovered during the strategy phase of the project, so we could understand the business vision.

“We broke from brand elements of the past such as the old imagery, colours, copy writing and typography and found ways to make MTAA Super unique and stand apart in category. Our solution also strips out all the financial services and superannuation jargon to strengthen and consolidate the messaging.

“To overhaul how the brand speaks is a powerful part of its rejuvenation and we have revealed a tone of voice that reflects its optimistic and straight-talking personality. It was time to rebuild and reconnect the brand with its members. This is a significant change in direction that will have the industry taking note at an extremely competitive and critical time.”

MTAA Super CEO, Leeanne Turner commented, “The motor trades and allied industries are very diverse but a factor they have in common is the need to continually evolve. Our program of change across all aspects of MTAA Super operations are focused on competing head to head with industry and retail superannuation funds in Australia.

“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 fulfil our ambitions for the future.”

A confident and progressive visual framework centres on an adaptable ‘driving force’ graphic, crafted with boldness in mind and conjoins with a colour palette of bright colours that are vibrant and striking. This primary graphic symbol is a contemporary circular device and a ‘moving’ mark that captures the overall future-focused spirit of the business.

Another highlight of the branding work is the application of new photography through portraiture and aspirational landscapes that tells the Fund’s story and sets them apart by way of bringing – often overlooked – depth of humanity and vision to the communications.

Hulsbosch is responsible for the full suite of brand applications including marketing, business development and event collateral including brochures, fact-sheets, invites and banners; internal communications material such as templates and stationery. A new set of brand guidelines supports the rollout.

HULSBOSCH CREDITS:

Hans Hulsbosch: Executive Creative Director

Jaid Hulsbosch: Director

Linda Jukic: Creative Director

Belinda Hubball/Ayumi Morotoki: Design Directors

Mark Trzopek: Senior Designer

Clare Bailey: Client Services Director

Maria Njari: Account Director

Latest News

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open
  • Advertising

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open

The annual search for Australia’s best and brightest talent has launched today through Clemenger BBDO’s ‘Exceptions to the Rule’ program, with applications open for placements across Clemenger BBDO Melbourne and Sydney. ‘Exceptions to the Rule’ is a commitment to the agency’s belief that the future leaders of the creative industry aren’t solely coming through traditional […]

The Six Types Of Meetings People Despise
  • Media

The Six Types Of Meetings People Despise

Donna McGeorge (pictured below) is a speaker, author and mentor who helps people make their work work. She is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In this guest post, McGeorge says most of us despise the office meeting and here’s the six worst types… I once heard a very senior leader […]

Opinion

by B&T Magazine

B&T Magazine
Mango Melbourne Announces Three New PR & Event Hires
  • Marketing

Mango Melbourne Announces Three New PR & Event Hires

Mango Melbourne, part of the DDB Group, has welcomed three new team members following recent business growth. Carol Laws (right in photo), Janette Henstridge (left) and Maddie Poulson (middle) bring with them experience across PR and events, in sectors including consumer, retail, telecommunications and fashion. An account director with previous roles at Kate & Co […]

Why Curiosity Matters In Leadership
  • Opinion

Why Curiosity Matters In Leadership

Corrine Armour (pictured below) is a leadership expert who helps leaders and organisations develop fearless leadership and deliver transformational results. Armour is also the author of Leaders Who Ask: Building Fearless Cultures by telling less and asking more. In this guest post, she asks are you a genuinely curious leader or just a judgemental one? Curiosity creates […]

Opinion

by B&T Magazine

B&T Magazine
Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Media

Tealium Partners With The Lumery

Tealium, the leader in real-time customer data orchestration solutions, and The Lumery, a full-service customer experience agency, have partnered to bring to life the vision of a full MarTech ecosystem for Vocus Communications. Vocus recognised a huge opportunity for growth through the digitisation of their consumer brands. As such, Vocus has begun the process of […]

McCann Names New MD For Melbourne
  • Advertising

McCann Names New MD For Melbourne

McCann's new Melbourne MD is promising sweeping changes. Well, at the very least delicate carpet shampoo changes.