Consolidation in the super fund industry has led to new brands launching and established brands investing. As a mid-sized fund, Equip Super wanted to stand up and stand apart.
With a long history of solid performance, Equip has been focused on the future, building their advice offer and investing in human-centred design research to understand the needs and expectations of members at different life stages. Leveraging these strengths into a motivating brand positioning – ‘Equipping members today, ready for tomorrow.’ – we could activate meaning and momentum in the brand. In member and non-member research, we identified the appeal of an established fund moving members forward with confidence and purpose, informing our identity development.
Central to the new identity are two angled arrows, a symbol readily associated with forward momentum and positive performance. Combined with images of members, they represent the performance, advice and proactive support Equip provides. From working life today through to future retirement.
The transition momentum continues through the identity – a vibrant blue gradient is balanced by white space, bringing a confident and established aesthetic to the identity. Brand language is positive and proactive.
Design principles guide experiences to support the positioning, from product and experience design to layout and digital design.
Equip’s brand now conveys confidence and commitment to members’ secure future by leveraging its history and member-centric approach.
