Challenge
When the Australian Retirement Fund (ARF) and the Superannuation Trust of Australia (STA) merged, a new integrated identity and name was required.

Creative Strategy
The creative strategy utilised a culture rejuvenation process, comprehensive brand audit/value discussion groups and objective brand positioning methodologies.

Creative Idea
Working just for you.

The ROI
Referencing a subtle 'boomerang' shape, the new brandmark is designed to marry the attributes of Australian culture with the fund's future objectives. The AustralianSuper brand tone of voice communicated a revitalised positioning: innovative, genuine, diverse and proud.