Team Super
Re-branding handled with care and confidence.
How a considered brand transformation helped a newly merged super fund reassure members, align stakeholders and strengthen long-term member outcomes.
THE CHALLENGE
Change creates risk, especially when people’s futures are involved
Team Super was formed through the merger of two industry super funds, Mine Super and TWUSUPER. The fund is now worth over $21 billion in funds under management, with over 150,000 members.
Superannuation mergers can trigger uncertainty, disengagement and quiet loss of confidence, particularly in a category where members are typically hands-off, risk-averse, and invested in their security.
The challenge was not simply to introduce a new brand to members, but to carry members, employers, internal teams and the Team Super Board through a period of change, without eroding trust.
THE OPPORTUNITY
Use the brand as a stabilising force
The scale of the merger enabled Team Super to deliver tangible member benefits:
- Reduced insurance premiums.
- Maintain a very low fixed administration fee.
- Expanded regional presence, to be closer to members.
- Increased investment in digital services and member communication.
The opportunity was to ensure these outcomes were clearly understood and trusted by members.
With the right approach, the brand could strengthen member confidence at a critical moment and reduce perceived risk.
The idea
Change, handled together
CX Lavender helped shape a single, unifying idea:
- Team Super is a fund that has its members’ backs.
- The name itself signalled unity and shared purpose, while the brand system anchored everything in integrity, straight-talking and improved performance for members.
The intent was clear: while structures may change, the commitment to member-first does not.
The approach
Careful sequencing, not noise
CX Lavender managed the end-to-end process: interpreting business needs, guiding decision-making and translating strategy into lived experience.
This included:
- Research with members, employers and internal stakeholders.
- Validation of the name and brand territories before creative development.
- A practical brand framework designed for real-world use.
- Consistent translation of strategy into identity, language, templates and digital experience.
Throughout, the focus was on ensuring the brand felt considered, familiar and credible.
The outcome
Clarity, confidence and alignment
The work delivered:
- A clear, ownable brand foundation.
- Strong internal alignment, enabling faster decisions and consistent communication.
- A scalable brand system to be used across channels.
- A stable platform for ongoing member engagement and retention.
Most importantly, the brand supported a smooth transition, reinforcing confidence, while the organisation focused on improving member outcomes.
WHY IT MATTERED
Member confidence is a lever for growth
In superannuation, growth is built on trust that is sustained over time.
By designing a brand system that reassured members during change, and clearly articulating the benefits of scale, efficiency and digital investment, Team Super strengthened the conditions for long-term performance.
For CX Lavender, this case demonstrates how brand, research, design and experience can work together and support an equation that puts members’ interests, and their futures, first.
