Local Government Super rebrands as Active Super

Industry Super fund Local Government Super (LGS) has rebranded as Active Super, Mumbrella can reveal.

LGS brought on board a swathe of agencies to work collaboratively on the rebrand, with contributions from the Principals and XXVI, Deepend, SLIK and Agnes Media

The rebrand was conducted in order to attract new members and drive growth, with a goal to create a reinvigorated experience for members, showcase the Active Super active ownership philosophy and its investment principles.

New Active Super Logo

Active Super chief digital and marketing officer, Chantal Walker, ran several competitive pitch processes among specialist agencies in 2020, creating a ‘super agency’ to work on the project.

The agencies then worked together to create Active Super’s inaugural brand positioning ‘The Great Good,’ as well as a launch commercial to highlight the new name and new look.

Walker told Mumbrella that there were three requests for tenders. “Being a smaller, profit-to-member fund, we were very conscious about the type of specialist agencies that we chose to work with.

“This was to not only ensure that we spent our marketing funds appropriately, but that we had partners with the right strategic and creative skills, as well as having the right cultural fit.

“We ran three separate requests for tenders (brand strategy and design, digital creative agency, and web design) with a cross-section of people in the organisation on the selection panel.”

Walker said the rebrand was about transforming LGS “into a modern, mobile-first digital enterprise” that is innovative while still remaining “true to its heritage”.

“LGS is an award-winning industry super fund with fantastic membership throughout NSW, but most people have never heard of us. Our new name is part of a deliberate strategy to appeal to all Australians beyond our traditional roots of local government.”

Principals and XXVI worked on brand, strategy, design and tone of voice, while Deepend worked on the new website. Creative agency SLIK and media agency Agnes Media worked on the launch campaign itself.

Walker added: “Even our new logo, designed by Principals, stems from the old one. It’s a new leaf at the top of the LGS tree, representing growth, fresh energy, and a new chapter.

“This is about empowering members to take an active role in their super, so ultimately it allows them to live their best lives.”

Active Super CEO, Phil Stockwell, said the new brand will increase the fund’s appeal to a broader range of members, and aims to use the Active Super’s scale to become more innovative.

“Active Super was chosen as the name as it captures our long-standing active pursuit of investments that deliver solid long-term returns for members that have a positive impact on the world, as well as our active involvement with our members and their local communities.

“Responsible investment is in our DNA and we examine the environmental, social and governance (ESG) impact of our investments across our entire portfolio while also incorporating active ownership strategies.”

Active Super has also reduced administration fees and removed its switching fee entirely, with member benefits and entitlements not changing.

“Our ambition is to grow membership by delivering great member value and this rebrand is an important element to that growth,” Stockwell concluded.

“We have a loyal existing membership base, and we will continue to deliver great service for them.”


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