NGS Super

How do you make wealth mean more?

Expertise Areas

Corporate Purpose & Purpose Led Transformation
Corporate Brand Strategy
Brand Idea, Identity & Naming
Communications Strategy & Implementation

NGS Super is one of Australia’s largest superannuation funds dedicated to education and community-focused organisations throughout Australia. However, in a complex and fast-changing industry a brand could be an organisation’s strongest asset… or its Achilles’ heel.

Understanding the true meaning of wealth

NGS Super was operating in the highly cluttered, competitive, and changing Australian superannuation sector. Whilst they were doing a good job, their competitors were outspending them, and growing at a rapid rate. The NGS Board and leadership team knew that to best serve their members they had to grow organically and become a more desirable merger partner.

A wealth of support

Brand Council worked with the leadership team and Board to develop a strategy for their purpose-led transformation. The approach included deep engagement with staff, members, stakeholders, and the community. The project resulted in development of the brand’s purpose, values, spirit, promise, and proof points. Implementation included creation of the new identity, cultural change program, and putting purpose into practice (PPiP) plan.

Dedicated to the dedicated

The new brand strategy focused on the role the NGS members hold within Australian society, and the emotional engagement with these great Australians.

The purpose, “We’re dedicated to the dedicated”, comes to life in the internal and external communication, the environmental branding, the member engagement, and the service led approach.

The implementation plan included environmental branding, contact centre language, onboarding, and a comprehensive content strategy for the online content hub, all reflective of the brand stance and direction.

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