The Spark of Optimism

When two nation-wide, Australian pension funds—MTAA Super and Tasplan—merged into a single fund, the new organization need a fresh name and identity. The new brand needed to exude confidence, be people-focused, and progressive.

Hulsbosch created the name Spirit Super, which had a stronger emotional, more optimistic message: it is less a company name than it is a description of the benefit it wants to deliver to members. The designers created a logo that reflected that benefit. A spark radiates out from an abstract map of the Australian continent. At the same time, the spark’s rays point inward and down to Spirit Super’s members, who are looking forward to a successful retirement. The ray elements are repeated in photos and in printed pieces, as graphics.

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