Industry super fund Rest rebrands in push to connect with members

One of Australia’s largest superannuation funds, REST Industry Super, has rebranded to Rest to reflect the fund’s changing direction.

The fund, which boasts nearly 2 million members, claims its first major brand repositioning since it was funded in 1988 reflects the organsations’s transformation, strategic direction and strong customer focus.

Rest’s rebrand follows fellow super giant CBus launching a campaign last month promoting the diversity of its membership across the building and construction industries.

Previously in 2014 Rest launched its Fund for Life campaign that followed the consequences of a pair of teenagers wise financial and life decisions.

Mary Atley, General Manager, Brand, Marketing and Communications, said: “We’ve listened to our members and employers and are continuing to refine our offerings to meet the increased demand for brand experiences that are real, convenient and connected.

“Our new brand is characterised by our commitment to build and maintain open and responsive relationships and find innovative new ways to connect and engage with our members in a changing world

“As of April, customers can expect to see a fresh new logo and look that represents Rest’s transformation.

“We’re excited to share with you our new brand as we continue to develop and implement innovative ways to communicate with members as we enter this next phase of our journey.

The rebrand was developed by brand agency Principals.


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