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.
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