Aware Super

Brand Management - Migration for superannuation mergers

The recent merger of VicSuper with First State Super (now called Aware Super) in July 2020, created one of Australia’s largest superannuation funds. The migration of the new Aware brand required experienced brand management, an understanding of the importance of consistency and clarity for user experience. It also revealed the complex communication challenge of merging businesses with different customers and the need for a team with deep sector expertise and guidance.

Brand Management, Campaign