Spirit Super: new brand and integrated campaign

Challenge

While superannuation is a valued part of Australian life and most see it as a key to a rewarding retirement, the landscape has intensified by rapid disruption. Industry consolidation continues, placing pressure on Australia’s workforce. The Royal Commission also shook public trust in the financial services industry.

Funds MTAA Super and Tasplan Super merged on 1 April 2021. This merger created combined national super fund with more than $23 billion funds under management and approximately 326,000 members. The merged entity was an Industry Super Fund with a new identity of 'Spirit Super'.

To mitigate industry environmental risks, we needed to drive trust with a new brand launch, being selective in the messaging and where the messages were placed. Staying consistent with APRA’s view that larger funds are better equipped to provide more outcomes for its members, the objective was to show existing and new audiences that we were the fund to trust for their retirement savings.

Solution

A new brand, 'Spirit Super', was born from the brand essence of ‘feel special’: a progressive and optimistic people-first brand with emotional and rational resonance.

The logo and brand mark, created by agency Hulsbosch, represents the idea that Spirit Super is here to make their members from all over Australia feel special.

It’s an abstract map of the continent with an optimistic spark radiating from its centre.

Beyond the new identity, an integrated above the line campaign launched the brand. Campaign messaging was designed around the emotional and rational category choice drivers.

Both funds had a proud history and decades of expertise. The campaign was designed to evoke a sense of trust and demonstrate why members can feel confident that this expertise would not be eroded.

Working as the 'Marketing and Brand Manager', I contributed to:

Briefing and strategy: Worked as a project lead for brand and media agencies.

Brand strategy panel: Appointed as the lead ‘brand’ subject matter expert within the broader merge project. This involved ongoing development of the new brand including collaboration with appointed agencies.

Compliance: Reviewed and refined all communications and advertising material to ensure compliance with relevant laws and industry guidelines (RG146 and RG234).

Brand colour palette

Brand publications

New visual identity created by Hulsbosch.

Common Ventures created the strategy and produced the TVC and extension campaign.  

OOH mock-up created by Common Ventures.

Results

Spirit Super was successfully launched on 1 April 2021.

The rebrand strategically positioned Spirit Super for future growth.

In 2024, Spirit Super merger with CareSuper to serve 500,000 members and manage $50 billion in funds.