Mining industry superannuation fund Auscoal Super was formed in Newcastle in 1941, with a strong heritage embedded in the mining community nationally. A unique player in the industry super fund (ISF) space, Auscoal has provided super and pension accounts, insurance, and advice services to members of mining and associated industries. Its mission has been to help Australia’s mining community retire with dignity.
The fund wished to evolve its message to be more customer-centric, and communicate what it could do to empower its members’ lives beyond their super balances - focussing on the journey, not just the destination. It aspired to provide a range of products, services and experiences to cater for all life stages, with meaningful benefits within the wealth and wellbeing categories.
On 1 July 2015, Auscoal Super changed its name to Mine Wealth + Wellbeing. The new name reflected the fund's strategy to offer members increased value throughout their lives, not just when thinking about retirement. Extensive market research uncovered that many members and their families were looking for more than just super. In other words, they wanted information, guidance and advice at other stages of their lives, and through life events other than retirement.
Mine Wealth + Wellbeing is currently developing new solutions to suit its members, no matter who they are or what their life stage. The Mine brand believes that life is about health and wealth in equal measure and personalisation for members is paramount.
Our process determined that Mine Wealth + Wellbeing had a multi-dimensional personality. It couldn’t be oversimplified or put in a box. It needed to be flexible and adaptive. It also needed to be proactive and responsive. Our approach was to create a strong brand identity system that would remain consistent and present a unified voice, regardless of the nature of the communication. This would help the brand move with the times and evolve with the fluctuations in the market.
Our team explored many distinct creative directions to get a feel for who ‘Mine’ really is - or more importantly, what Mine will mean to its customers. Our framework included positioning, tone-of-voice, visual inspiration and idea generation.
To support such a strong name, the logo itself needed to be visually powerful. It needed to have impact, feel innovative and above all, be memorable. The logo we developed communicates support, balance and positive change while also conveying aspiration, liberation and strength. We feel the colour palette, imagery and positioning achieves excellent cut-through in a sometimes predictable superannuation and financial services sector.
: Look & feel
: Office signage
: Icon suite
: Website design
: Two Thirds Sky - Research & Strategy
: Brainheart - AV Tone Piece
: Bronze 2016 BADC Awards - Brand Identity Suite