Rest Super Rebrands with a Fresh Look for Simplicity and Engagement
Rest, one of Australia's major superannuation funds, has undergone a significant brand refresh in collaboration with KPMG Creates. This makeover is more than just a cosmetic update; it's a strategic move designed to enhance member experience and simplify interactions with the fund.
The new visual identity is set to roll out gradually, starting with Rest’s website and app. The aim is to make the superannuation experience more intuitive and engaging for the 2 million Australians who rely on Rest, including over a million members under 30. The refreshed brand emphasizes clarity and accessibility, reflecting a commitment to making superannuation easier and more relatable for its diverse membership.
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Deborah Potts, Rest's Chief Member Officer, explained the vision behind the rebranding. "We represent around 2 million Australians, including more than a million who are younger than 30 years old. Our goal is to create a superannuation experience that resonates with our members and simplifies their interactions with their super funds," she said. The redesigned logo, featuring a heart symbol, embodies Rest’s dedication to its members. The updated color palette, prominently featuring green, underscores the brand’s commitment to financial growth and security.
KPMG Creates played a pivotal role in this transformation, bringing a focus on simplicity to the forefront of the design process. The collaboration utilized advanced AI technology to generate unique, non-photographic visuals, enhancing the personalization and flexibility of member communications. This cutting-edge approach ensures that Rest’s digital presence is both modern and user-centric.
Sudeep Gohil, a Partner at KPMG Australia, highlighted the depth of the collaboration. "This isn’t just a brand refresh; it’s the culmination of three years of joint effort and trust with Rest. As the superannuation landscape evolves, members increasingly expect a seamless and intuitive experience. We’ve worked hard to create a brand that feels effortless and engaging, whether interacting through marketing materials or digital tools," he said.
The brand refresh reflects a broader trend in the superannuation industry, where simplicity and user engagement are becoming paramount. With this update, Rest aims to foster a stronger connection between its members and their superannuation, ultimately helping them build financial confidence and prepare for the future with ease.
As the new branding elements make their way into Rest’s digital platforms, members can look forward to a more streamlined and approachable superannuation experience. This rebrand represents a bold step towards enhancing member engagement and ensuring that Rest remains a relevant and trusted partner in their financial journey.
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