Hostplus launches next evolution of its brand with a refreshed identity via FutureBrand

Hostplus has launched the next evolution of the brand with a refreshed identity developed in partnership with FutureBrand Australia.

Launched only last week, the refreshed brand is the result of a collaboration which saw the teams at FutureBrand Australia and Hostplus work closely together to give the business an evolved brand definition and accompanying visual and verbal identity system that better supports its strategic aspiration around of being a member centric and a contemporary easy to deal with organisation.

Established in 1997, Hostplus is one of Australia’s leading industry superannuation funds. As an advocate and expert provider for the hospitality, tourism, recreation and sport sectors, the fund has a deep understanding and passion for its members. However, faced

with increased competition and an ever-changing local market, the business recognised that a brand rejuvenation – its first since the 1990s – would not only position it for continued success but also strengthen its relationship and remain relevant with members at every stage of their career journeys.

FutureBrand’s simple but robust approach to creating future brands focused on uncovering the DNA, insight and foresight that would support a refreshed approach to the Hostplus brand, thereby amplifying the very best of who they were and where they’ve come from. From there, FutureBrand were able to help Hostplus define and further emphasise the value of its 27 year heritage and key attributes of their brand and its expression across the full breadth and depth of both the member and employer experience.

Says Harley Augustine, executive director, strategy for FutureBrand Australia: “Key to the strength of the Hostplus brand is the idea that Hostplus are ‘Super Informed’. This is something that speaks directly to the close relationship shared between the fund and its members, and its future ambition to amplify this knowledge, understanding and expertise in ever more personal, meaningful and engaging ways. Coupled with a simpler brandmark, a new, jargon-free voice, a fresh and revitalized colour palette, and close-up approach to photography, Hostplus is now primed to communicate in ways that truly reflect their genuine commitment to their members.”

Says Carolyn Johnson, head of marketing, Hostplus: “We always knew our brand heritage was strong and the key brand values of the Fund were solid. But as we effectively grew our awareness in the market among our member and employer community and against a backdrop of increasing competition and different expectations placed on funds in the modern world, we felt it was important to ensure our identity, positioning and narrative moved with the times. This isn’t a major brand overhaul because whilst the identity is more contemporary and our language is sharpened, the central pillar of our industry fund heritage – ensuring members within the sectors we serve retire with dignity – continues to be the main engine that drives our brand purpose. FutureBrand were terrific at providing the discipline and frameworks to help achieve this in a very efficient and structured way.”