Branding agency Principals has developed a brand identity refresh for superannuation fund CBUS, the most comprehensive update in 20 years.
Established in 1984 as Building Unions Superannuation Scheme, CBUS serves more than 925,000 members and is trusted with $110 billion of member funds under management. With the majority of members joining CBUS under the age of 35, the brand needed to evolve to be digitally fit for a younger generation.
"The brief was ambitious: to uplift our identity and stand out in a crowded and competitive market, to reflect the mood and needs of today's workers," said CBUS Super Group head of brand and marketing Potta Findikidis.
"It's about showing that we are here to support and guide members as they go through life's moments and take steps towards the future they want to build."
CBUS called on Principals and the agency's brand voice studio XXVI to optimise the brand identity to better support acquisition and retention, align with the fund's strategic shift, and set CBUS up for its next phase of growth.
The work included a full brand identity refresh as Principals collaborated with CBUS to define a new brand personality and help CBUS look, speak and behave in a way that feels unmistakably CBUS.
"The brand refresh sees CBUS go to market in an energised and youthful way – equipped to tell stories about building your financial goals. Highly inclusive for a digital-savvy younger generation, the new CBUS brand feels more distinctly future-focused," said Principals creative director Martin Hopkins.
The brand personality became the foundation for the brand voice and visual identity. Both were embedded with company-wide training sessions, brand guidelines and a brand voice toolkit.
"Designed to connect more emotionally with members, the brand now speaks with confidence, experience, and an optimism that's always on CBUS members' level. It heroes the facts, highlights the benefits, asks questions. Even adds a wink when it feels right. After all, CBUS wasn't born in a boardroom," said XXVI associate director Jess Leech.
CBUS is now positioned to support and guide members, with Findikidis adding the optimistic brand promise for the next generation of members is "Build your something".
"Our optimistic brand promise for the next generation of members – Build your something – is about creating a connection with CBUS from the beginning of someone's working life. The collaboration with Principals has been both positive and rewarding. The team has delivered for us at an amazing pace. We are feeling confident about where we are and can't wait to see the results in the coming months," she said.
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