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Hulsbosch creates name and brand for Australia’s newest super fund


Hulsbosch creates name and brand for Australia’s newest super fund


Hulsbosch branding and design agency has created a name, logo and brand identity for Australia’s newest industry superannuation fund Spirit Super.

Motor-trades fund MTAA Super and Tasmanian fund Tasplan will merge on April 1st to become Spirit Super. This collaboration will amount to approximately $23 billion under management and 326,000 members across Australia.

Spirit Super’s new brand is aimed at building awareness and supporting member retention and new member acquisition.

Jaid Hulsbosch, director at Hulsbosch says, “With an offering of customised super solutions and services tailored to individual needs and life stages, Spirit Super needed to also reflect a progressive, strong vision for a changing market.”

Hulsbosch was inspired by Australian themes to portray Spirit Super as an Australian brand. The icon is an abstract map of the Australian continent with a spark radiating from its center created with a goal to foster optimism.

The brand is designed with a colour palette based on green and gold that are meant to symbolise growth and represents the idea that Spirit Super is for all Australians.

Leeanne Turner, CEO at Spirit Super says, The new name perfectly represents the fund’s drive to be a national super fund that offers superior service, value and member focus. We can move forward and are ready to take market share and continue to perform for our new and current members.”

Marija Mrvosevic

Marija Mrvosevic is the editorial intern at Marketing Mag.

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