‘More than a facelift’: Rest unveils rebrand by KPMG Creates
KPMG Creates has teamed up with superannuation fund Rest to refresh its visual brand identity.
The updated look will roll out gradually beginning with the website and app, marking the beginning of a broader evolution that will touch all corners of Rest’s digital platforms and member communications.
Rest chief member officer Deborah Potts said the refreshed brand is more than a facelift; it’s a statement of purpose.
“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,” Potts said.
“We believe helping members become more engaged in their super will help them build financial confidence today and be better prepared for the future.”
The KPMG Creates team worked with Rest to put simplicity at the forefront at every step in the process.
The standout feature of the logo, a heart symbol, reflects Rest’s commitment to putting members at the heart of everything they do.
The team’s choice of green as the signature colour gives Rest a fresh, distinctive edge in a competitive market.
New user-centric design elements are also being added across Rest’s digital experience.
KPMG Australia partner Sudeep Gohil said the rebrand is a result of three years of collaboration and trust with Rest.
“As the superannuation news landscape grows more complex, members expect simplicity and intuitiveness from their super funds, just like any other part of their tech-driven lives,” Gohil said.
“We’ve built something that feels effortless, whether they’re engaging with Rest through marketing or the latest digital tools. It’s about delivering confidence and simplicity in every interaction.”
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oh dear. this is what happens when a “…global network of professional firms providing Audit, Tax and Advisory services” does brand design work. ugh.
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This has lost the warmth and approachability that it previously had. And that’s a pretty well hidden heart too. Let’s not expect that to perform in any way as a distinctive brand asset.
Simplicity isn’t a strategy. It’s a hygiene factor – even it is one that many brands fail. So not sure how that’s a statement of purpose really?
And for sure, refining the design system for digital is a good idea and a case of continuous improvement for all brands. But that should not come at the expense of distinctive elements that drive marketing effectiveness.
So is this really an overall improvement?
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KPMG doing brand design work. What’s next, designers doing auditing and tax advisory.
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