FutureBrand Australia helps CSC set a new standard for the superannuation experience

29 June, 2018 Share socially

Regulatory changes. Huge technology and services shifts. Evolving member expectations. Increased competition. These were the challenges faced by Commonwealth Superannuation Corporation – the superannuation fund for the Australian Public Service and Australian Defence Force personnel.

As the world of financial services rapidly evolved to one that was real-time, mobile and easily understood, CSC made the commitment to make the leap and transform the superannuation experience for their members, from the ground up. It was only by doing this that they could demonstrate their commitment to those who dedicated their working lives in service of their nation and help them ensure that they secure the retirement they want for themselves and their family.

FutureBrand Australia worked with CSC not just to rebrand them, but to align them on what it took to deliver a more member-centric experience and how exactly they were going to do it. The resulting brand channels CSC’s decades of experience and expertise serving a select group of people, and turns it into guidance, seamlessness, and a feeling of pride in all that CSC’s members have accomplished and all they have yet to enjoy. The colour palette communicates a warmth and vibrancy uncharacteristic of superannuation; and, a simple graphic system of circles and dots guides members through complexity to find their own clarity. This is coupled with a tone of voice that provides a friendly transparency about every step in the superannuation journey.

It is this brand that has set the foundation for our partnership with MullenLowe Group to truly transform the business. Together we have transformed the brand at every touchpoint –from built environments, to advertising and promotions, to a new website and branded content. Today, the CSC experience communicates positivity, warmth and simplicity. Three things superannuation in Australia has always needed and now has.

“FutureBrand has brilliantly helped us re-define our brand identity creating a strong foundation to support us in becoming a customer centric organisation. They developed a brand strategy that leverages our unique position and experience in the market to deliver a better customer experience for our members. They have provided ongoing support with the implementation of the brand identity and training to help us transform staff into brand advocates.”