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Better than super, they’re exceptional

26 February 2019

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.

We centred the ATL refresh around a brand idea of ‘Exceptional’. UniSuper’s high-achieving members, their superannuation outcomes, they all share this quality. By building on an aspirational brand that celebrates the successes of its members, we are helping UniSuper to foster a sense of pride, and connect with those who are less engaged with the topic of superannuation, speaking to them in terms they can more easily relate to.

We instilled the campaign brand with an assured personality, and this confidence is evident in every corner of the subsequent ATL activity. We write in a new tone, with short, compelling headlines inspired by our brand idea.

Outdoor advertising mock-up

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.

We introduced a new graphic device resembling a podium or dais, a subtle nod to excellence. This graphic device was built into templates for print, digital and outdoor advertisements: a conceptually powerful symbol doubling as a practical design element.

A launch video introduced the new assets to staff and stakeholders to encourage the whole organisation to join us on the exceptional journey.

The bold new campaign brand was wrapped up into an updated brand guidelines document which has since been used to roll out four campaigns.

We loved that our members were at the heart of this campaign – they’re at the core of everything we do so it was really important to convey this message through the campaign.

— Darlene White, Head of Corporate Marketing at UniSuper


Brand Strategy

Art Direction



Video direction


Creative Direction: Shane Loorham

Design: Shane Loorham, Peter Binek,
Annie MacInnes, Steve Mitchell

Project Management: Anna Gowers, Gabby Howard

Video Production: Betty Wants In

We live and work on the lands of the Wurundjeri people.
We acknowledge their ownership of the land and pay our respects to their Elders past, present and emerging.