Creating a unique visual language
From a visual point of view, we needed to create an easy-to-follow system that would dramatically improve the delivery of information. The current brand didn’t have a consistent look and feel, with a range of stock imagery, illustrations and random icons communicating about the brand. We needed to find the essence of Qantas Super, through the master brand, and give it a unique, effective and easy-to-maintain design system.
Members made it clear they did not want to see a category standard of contrived portraits of people smiling, so we used the Qantas brand as the basis for our new visual design. With this in mind, Qantas elements have been reinterpreted in unique ways to make communications stand out, cut through and deliver poignant messages quickly and simply.
Financial concepts are often intangible, so we used illustrations to communicate metaphors combined with real Australian members enjoying their life now while being confident and optimistic about their futures.
We used the iconic Qantas red along with the curve of the iconic kangaroo tail within the Qantas logo to create a unique visual voice that sits in harmony with the Qantas parent brand.