ABOUT

Investing in the future of the planet

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.

What's all this then?
Though relatively young in Australia’s superannuation space, Future Super have been making ripples from the beginning. With their no-apologies approach to putting the planet first, they pride themselves on not just investing responsibly and sustainably but investing for impact. And they’re transparent about it too — they put potential investments through a strict screening process, which means Future Super can promise its customers that their future isn’t invested in things like gambling, child labour, tobacco, or contributing to the carbon footprint.

And what seems to be the problem?
Putting their belief in people power into play, Future Super asked us to work with them to not just push beyond the realm of expectation of what a superannuation company can look and sound like, but to reframe superannuation from a means for merely saving for the future to a way in which people can actually save the future.

So how'd you go about it?
In a traditionally vague and murky industry, Future Super strives to create transparency. 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.