Local Government Super Rebrands As Active Super

Local Government Super (LGS) today announced it is rebranding as Active Super, engaging various creative and digital agencies to broaden its appeal, attract new members and drive future growth.

As part of the strategy, Active Super worked collaboratively with the agencies to deliver a reinvigorated experience for members that not only showcases the Fund’s active ownership philosophy, but also highlights its responsible investment principles.

Active Super Chief Digital and Marketing Officer Chantal Walker engaged the specialist agencies – after running several competitive pitches shortly after she joined the Fund in 2020 – to work collaboratively as a combined ‘super agency’ on the project. The aim was to not only provide members with a refreshed brand, but also with a new digital experience.

The new brand positioning, ‘The Greater Good’, talks to the responsible investment ethos that underpins the Fund’s strategy to deliver returns to members.

The following agencies worked together on the rebranding project:

Principals and XXVI (Brand agency): Brand, strategy, design and tone of voice
Deepend (Digital experience and product agency): New website
SLIK (Creative agency): Launch campaign
Agnes Media (Media agency): Launch campaign

“We aim to transform LGS into a modern, mobile-first digital enterprise that is innovative while still remaining true to its heritage,” Walker said.

“LGS is an award-winning industry super fund with fantastic membership throughout NSW, but most people have never heard of us. Our new name is part of a deliberate strategy to appeal to all Australians beyond our traditional roots of local government.”

“Even our new logo, designed by Principals, stems from the old one. It’s a new leaf at the top of the LGS tree, representing growth, fresh energy, and a new chapter. We’re a super fund that’s proudly grounded in our local communities, delivering strong financial performance through responsible investment and that hasn’t changed.”

“We have redesigned our website, are upgrading our app with increased functionality, and improving the overall multichannel member engagement experience.”

“This is about empowering members to take an active role in their super, so ultimately it allows them to live their best lives.”

Active Super Chief Executive Officer Phil Stockwell said the Fund was seeking to use scale to its advantage to be more innovative and to become more consumer driven.

“This new brand will increase our appeal to a broader range of members looking to have their superannuation invested in a way that is responsible, as well as delivering great long-term returns so members can maximise their retirement outcome,” Stockwell said.

“Active Super was chosen as the name as it captures our long-standing active pursuit of investments that deliver solid long-term returns for members that have a positive impact on the world, as well as our active involvement with our members and their local communities.”

“We have been investing responsibly for over a decade and first became a signatory to the UN Principles for Responsible Investment in 2007. We have been a pioneer in responsible investing for many years and began this journey 20 years ago when we became Australia’s first super fund to stop investing in tobacco.”

“Responsible investment is in our DNA and we examine the environmental, social and governance (ESG) impact of our investments across our entire portfolio while also incorporating active ownership strategies.”

Active Super will remain a profit-for-member fund and continue to put the interests of members first. Member benefits and entitlements will not change.

“Our ambition is to grow membership by delivering great member value and this rebrand is an important element to that growth. We have a loyal existing membership base, and we will continue to deliver great service for them,” he said.

As part of the announcement, Active Super also said it was reducing member administration fees and removing the switching fee, effective 1 July 2021.

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local government super