Thursday, August 25, 2016

Hulsbosch creates "driving" identity for MTAA Super

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.

Previous logo.

Hulsbosch's neat video about the project:

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

Image and video hosting by TinyPic

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.


  1. Theunis GroenewaldAugust 26, 2016 at 2:39 PM

    The icon's cute, although it doesn't seem to scale very well looking at the collateral. That logotype is wrong on several fronts, though. First: MTAA is an acronym, so it should've been set in uppercase. I don't need my Motor Trades Association to look friendly and human—I need them to know how to use the English language correctly. The logotype's now inconsistent with how the organisation is referred to (as in, correctly) everywhere else. And why on earth did they slice the p's descender? It's not done anywhere else in the logotype, and it doesn't relate to the logo in any way. Just leave well enough alone sometimes.

  2. ^ Cranky graphic designer there. Be a little more pretentious why don't you.

  3. Looks like a donut folks. Yup. You can't unsee that.