• Transform magazine
  • April 14, 2021


Hulsbosch creates name and brand identity for Australia’s new industry superannuation fund

TT 13 April Spirit Super

Design and branding agency Hulsbosch has created a name, logo and visual identity for Australia’s new national industry superannuation fund, Spirit Super, born out of the merger of MTAA Super and Tasplan.

Spirit Super’s brand works aims to build awareness and support member retention and new member acquisition for growth. The new identity is purposeful and distinct, with the goal of setting up the company for a prosperous and mutually rewarding  future.The brand approach establishes Spirit Super as a wealth management leader with customer-focused service and whose specialised knowledge, advice and expertise deliver long-term outcomes for its members.

“We partnered with the Spirit Super team to develop and conceived a name and symbol to help the newly merged business to act as one united entity and project confidence for the business,” says Jaid Hulsbosch, director at Hulsbosch.

Both the logo icon, is an abstract, illustrated map of the Australian continent with an optimistic spark radiating from its center, and workmark are crafted to tell the Spirit Super story. The identity as a whole, including the warm and vibrant colour palette based on green and gold, took inspiration from Australian themes to visually anchor Spirit Super as an Australian brand.

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