A Shift in Thinking
QANTAS SUPER
Qantas Super is one of Australia’s oldest and largest corporate super funds. With 32,000 members, it’s the clear superannuation choice for Qantas Group employees and benefits from the brand’s reputation for safety.
The fund came to us in the process of enhancing their product offering and member engagement.
“We engaged Frost* to help us redefine our member value proposition and to create a refreshed visual identity and language style guide. Frost*’s strategic approach to the process is simple but incredibly effective,” says Stuart Langeveldt, Head of Member Experience, Qantas Super.
Looking forward
Through workshops, surveys and testing, we discovered Qantas Super has an intimate relationship with their members. This meant they could use this source of data to deliver better products, more tailored solutions, and better outcomes for members.
Alongside this, we uncovered a brand platform around ‘looking forward’, and delivering messaging focused on making small changes now to make big differences in member’s futures.
“Engagement with retirement saving is typically low. The Qantas Super brand and our ‘look forward’ platform gives us a unique opportunity to positively impact how members think about and plan for their retirement in an everyday human way,” says Catriona Burgess, Strategy Director, Frost* Design.
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.
Using voice to simplify
From a verbal point of view, with the knowledge that people don’t engage with their super on a regular basis, we included a unique, ‘What’s this about?’ call out for each piece of communication. This short, reader-friendly copy makes it easy for customers to quickly understand the context of the communication, encouraging them to spend time digesting it.
In harmony with a strong parent brand
The refreshed Qantas Superbrand is now a true endorsed brand of Qantas and has carved out its niche within the family.
“Having worked with Frost previously, I had full confidence that they were able to translate the strategic thinking into clever creative,” says Langeveldt.
