Nationwide Super rebrand with focus on small businesses

Nationwide Super had undertaken a major re-brand, renewing its focus on delivering its services specifically to small business owners and their staff members.

The rebrand, which has been created by The Proverbials and Sticky, coincides with the industry super fund’s 30th birthday.

NSF’s new look is a step-away from its traditional branding and website, shifting to a new font, and away from red and grey colour schemes to shades of blue.

New branding:

Old branding:


As part of the launch of NSF’s new brand positioning ‘Small Business Super Business’, two videos has been released which include testimonials of ‘small business owners’ such as Lees Racing and Cardiff Vet.

“None of the other funds really seem to care about the small business sector,’ said Brian Daly,  founder and creative director at The Proverbials.

“They are all either niche industry or big industry players – no-one was looking out for small business – except Nationwide, so we thought it was important to get our message out there.”

Craig Wilson, managing director at Sticky believes the digital focus of the campaign will give “the biggest opportunity for growth.”

The campaign will run from 14 March.


  • Creative: The Proverbials
  • Media and Digital assets: Sticky
  • Logo design: DMG
  • Photography: Hannah Rose
  • Video production: Eluminate

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.