The Motor Trades Association of Australia Superannuation Fund, usually shortened as MTAA Super, is one of Australia's leading superannuation funds. Australian employers are required to pay in pension contributions and MTAA Super is the pension fund for the automotive trade, managing the pensions of about 250,000 members. They recently launched a new brand identity, developed by Sydney-based Hulsbosch.
MTAA Super wanted to retain members by emphasising how they securely manage wealth. Hulsbosch also saw a need to distinguish MTAA Super from other funds who are all looking and feeling quite similar. They mitigated this by de-emphasising financial jargon in favour of positive straight talk.
The new logo features a "driving force" symbol (i.e. the wheel) and is supported by bright colours and more circular graphics.
Hulsbosch's neat video about the project:
From a press release:
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.
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.