Moving together towards tomorrow

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Rest Super

Brand identity and art direction, created with Principals

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The challenge

To create an ambitious and strongly differentiated brand for one of Australia’s foremost superannuation funds with 2 million members and $50 billion in funds under management. An outdated identity did not reflect the organisations aspirations for the future.

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The result

Using a human-centred design approach we looked to better understand firstly how super fits within member’s and non-member's lives and secondly what drives the decisions they make. This led to the creation of a new brand experience promise for Rest, based on how they can partner with their members to keep their super in good shape.