A stronger future for members and a desirable merger partner:
NGS 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.
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 purpose, values, spirit, promise and proof points.
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. We worked with our design partner (et) to develop the new brand identity and brand idea team (#77) to develop the brand idea.