Rest unveils ‘super simple’ brand refresh

Rest has announced a visual brand overhaul in a bid to simplify the experience for its 2 million members.

According to the fund, the refresh includes a simplified logo and an updated colour palette that will appear on Rest’s website and be gradually rolled out across its other platforms and in member communications.

“We represent around 2 million Australians, including more than a million who are younger than 30 years old. We want to create super they love by making the super experience simple,” Deborah Potts, Rest’s chief member officer, said in a statement on Monday.

Potts said that the goal is to make it easier for the fund’s members to build a relationship with their super.

“We hope our evolved visual brand will support members to take an active role in their financial futures through greater engagement with their super. We believe helping members become more engaged in their super will help them build financial confidence today and be better prepared for the future,” Potts said.

“Our refreshed visual brand is aligned to our members, their preferences and experiences.”

According to Rest, some 70 per cent of its members are “mobile-first” and, as such, have focused on the mobile experience and accessibility during the design process.

“Rest has also chosen a modular design that presents information clearly and concisely. This breaks down complex information into smaller and more manageable pieces. By doing this, we can help members understand one concept at a time without feeling overwhelmed,” Potts said.

“The result is a simpler, more contemporary brand that we strongly believe will help Rest connect with our 2 million members.”

Earlier this year the $85 billion fund launched its “Super. Simple” campaign to similarly bring a focus to making the superannuation experience simple for its members.

In collaboration with creative agency Reunion, the campaign includes a series of new ads and brand communications.

The fund said at the time that it would continue to deliver member initiatives throughout 2024, including work across its digital capability and tools, product and service enhancements, and continued work on its education and advice offering.

In its financial year 2023–24 results, Rest reported that its default MySuper Core Strategy delivered a return of 8.67 per cent over the 12 months, driven by the strong performance of international shares amid “sticky” inflation.

This, the fund said, was ahead of its 10 and 20-year average returns, but down on the 9.2 per cent return recorded in the previous fiscal year.