Purpose. Drive engagement
AUSTRALIANSUPER
Following the merger of ARF and STA, a new identity and name, AustralianSuper, was created to unify the organisations, stand out in the market, and reflect their values. The brand combines earthy Australian tones and a subtle boomerang motif to convey innovation, trust, and cultural relevance.
STRATEGY
IDENTITY
IMPACT
$18B
Funds under management in 2006
$410B
Funds under management in 2025
3.6M
Members served
STRATEGY
Merge two super funds into a single identity that conveys purpose, trust, and clarity while uniting employees and members. A brand must embody purpose. “All profits back to members” clarifies intent, inspires confidence, and aligns stakeholders with mission.
SOLUTION
Created the name AustralianSuper, combining a boomerang emblem, distinctive orange palette, and clear visual language reflecting return, trust, and national relevance.
VALUE
The identity created enduring Brand Capital, clarifying purpose, strengthening market presence, and supporting growth from $20B to $233B in member assets.
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TELSTRA
ATLAS2BLUE
