UniSuper is the only Australian superannuation fund dedicated to higher education and research professionals. With over 400,000 members and $70+ billion in net funds under management, they’re also one of the country’s largest super funds. Recent Government superannuation reforms have led to a major shift in the superannuation landscape. Increased consumer choice is compelling funds to work harder at carving out their niche, engaging their current members and connecting with potential new ones.
That’s where we come in.
UniSuper asked Liquorice to help build on their existing brand identity, with the introduction of a more impactful and market-focused toolkit. These new brand assets would be rolled out in above-the-line (ATL) campaigns in order to better engage their people and establish a unique voice in the superannuation landscape. Although the brandmark, and below the line communications would remain unchanged, all brand elements within their advertising including writing and tone-of-voice, typography, colour, photography, and supporting brand elements were updated.
To help the brand stand out, we took a bolder approach to the use of UniSuper’s blue and paired it with stronger typographic hierarchies. We then art-directed a fresh suite of photography featuring high-achieving members who would be used as the face of future campaigns. By directing subjects to stand tall and look directly at the camera, we were able to capture their pride and dignity.
The bold new campaign brand was wrapped up into an updated brand guidelines document which has since been used to roll out four campaigns.