Award-winning independent branding and design agency Hulsbosch has created a name, logo and brand identity for Australia’s newest national industry superannuation fund.
Motor-trades fund MTAA Super and Tasmanian fund Tasplan will be known as Spirit Super after completion of their merger on April 1st, 2021, with approximately $23 billion under management and 326,000 members across Australia.
Spirit Super’s brand work will build awareness and support member retention and new member acquisition for growth. The new brand is purposeful and distinct, and will set up the company for a prosperous, sustainable and mutually rewarding future.
Jaid Hulsbosch, Director at Hulsbosch said, “we partnered with the Spirit Super team to develop and conceived a name and symbol to help the newly merged business to act as one united entity and project confidence for the business.”
“With an offering of customised super solutions and services tailored to individual needs and life stages, Spirit Super needed to also reflect a progressive, strong vision for a changing market.”
The brand approach establishes Spirit Super as a wealth management leader with customer-focused service and whose specialised knowledge, advice and expertise deliver long-term outcomes for its members.
The identity by Hulsbosch took inspiration from Australian themes to visually anchor Spirit Super as an Australian brand and represent the idea that Spirit Super makes its national membership from all over Australia and within any industry feel special as a people-first fund.
Both the logo icon and workmark are crafted to tell the Spirit Super story. The icon is an abstract, illustrated map of the Australian continent with an optimistic spark radiating from its center derived from the angular nature of the design work.
The brand look and feel uses a warm and vibrant colour palette based on green and gold that symbolise growth and gives prominence to the idea Spirit Super is for all Australians.
Leeanne Turner, CEO at Spirit Super said, “the new name perfectly represents the fund’s drive to be a national super fund that offers superior service, value and member focus.”
“It’s fresh, optimistic and innovative – everything we want to be. We can move forward and are ready to take market share and continue to perform for our new and current members.”
“I’m delighted with the outstanding strategic and creative guidance and immense passion from Hans, Jaid and the team.”
Hulsbosch will continue to work with Spirit Super to roll out the new identity across a broad range of executions including marketing collateral and digital assets.
