Hulsbosch has reintroduced MTAA Superannuation Fund (MTAA Super) as the straight talking super fund, with reimagined visual language that reflects MTAA Super’s purpose to be a driving force in securing financial futures for Australians. It presents the fund as a more progressive, strong and performance-focused entity to internal and external audiences.
The work is part of MTAA Super’s 5-year strategic plan to retain current members, generate increased appeal from prospective members working in the motoring industries and small businesses and attract potential clients exploring the investment category. MTAA Super is the national industry-based superannuation fund for the motor trades and allied industries and is open to all Australians.
MTAA Super was established in 1989 and has 26 years’ experience in managing members’ retirement savings. It manages $9.2 billion in funds under management as of 30 June 2016 and with approximately 250,000 members is the highest rated mid-range Australian superannuation.
Creatively, Hulsbosch was 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 and a new set of brand guidelines.
The agency also led a background process that involved a complete audit of brand materials, their use and purpose for communications. It conducted a comprehensive category review that revealed ‘sameness’ or a homogenised look and feel within the superannuation category.
The project then required easy to view, straightforward branding that provided a variety of possibilities for use across a range of applications and platforms. The execution had to offer simple, streamlined communication of the MTAA Super products and services and provide category education for a diverse audience.
Agency director, Jaid Hulsbosch, commented, “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 chief executive officer, Leeanne Turner, added, “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.”
A confident and progressive visual framework centres on an adaptable ‘driving force’ graphic. New photography has been added – portraits and aspirational landscapes, that tell the Fund’s story and set it apart by bringing an often overlooked depth of humanity and vision to the communications.
Credits:
Agency: Hulsbosch
Executive creative director: Hans Hulsbosch:
Director: Jaid Hulsbosch
Creative director: Linda Jukic
Design directors: Belinda Hubball & Ayumi Morotoki:
Senior designer: Mark Trzopek
Client services director: Clare Bailey
Account director: Maria Njari
