In a country with deplorable climate targets, in the midst of a global environmental crisis, Future Super believe that Australians’ superannuation is their collective superpower — we just need to know how to use it. In collaboration with their creative team, we built a rebrand that shines light on the ways we can harness the power of our super to make a meaningful difference.
Using this idea of shining a spotlight on both the (deliberate) lack of clarity most funds provide and the power our super can have, we began with a logo. Well, many logos, really. Designed for motion and interaction, the mark is responsive — there’s no limit to its number of iterations. It adapts and flexes, shifting size and shape to suit where it sits and do what it needs to, from small format digital applications to expansive billboards to the 3D space. At any touchpoint, it anchors the design system and serves as an infinitely flexible tool to push away unnecessary noise and put what needs to be said front and centre.
In much the same way, the design system as a whole takes flexibility and responsiveness beyond just the logo to create even more visual impact. Building on the idea of bringing light to key communications, we created a set of layout and motion principles that would guide the brand. It can push, uncover, frame and give perspective to the content and works seamlessly across every pillar of brand communications. As a direct response to the stock-image-saturated world of super, images are only ever used to support messages — never as filler.
Dia Black – used exclusively in all caps – brings its bold and confident character to the logo and, though used sparingly across the rest of the system, also lends additional expression to the brand, extending across headings within type frames and pullout text.
The matter-of-fact and Swiss-like nature of ABC Monument Grotesk as our core typeface makes for an effective and striking contrast with its Dia counterpart. It’s highly robust, comes in multiple styles and weights (useful for a brand with so many copy-driven touchpoints) and includes tabulated figures, fractions and a full set of mathematical operators, which makes sense for a company that deals in numbers.