‘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.
oh dear. this is what happens when a “…global network of professional firms providing Audit, Tax and Advisory services” does brand design work. ugh.
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?
KPMG doing brand design work. What’s next, designers doing auditing and tax advisory.