Mining industry superannuation fund Auscoal Super was formed in Newcastle in 1941, since then they have had a strong heritage embedded in the mining community nationally. A unique player in the industry super fund space, Auscoal provided super and pension accounts, life insurance, and financial advice services to members of mining and associated industries.
In 2015, the fund changed its strategy to better serve its members. This change meant a realignment including a new name and refreshed brand identity. The new brand – Mine, was to focus on wealth and wellbeing in equal measure, and personalisation for members was paramount.
Our role was to evolve the brand to be more customer-centric. Mine wanted to better communicate what it could do to empower members’ lives beyond their super balances with a focus on a range of products, services and experiences to cater for all life stages.
Extensive market research and workshops with key Mine personnel uncovered that many members and their families were looking for more than just super. In other words, they wanted information, guidance and advice covering other key life events, not just retirement.
Operating in a highly competitive market, it was crucial that the new brand not only provided cut-through but also unified the existing brand which was shown in market research to have a dual personality.
We explored many distinct creative directions to get a feel for who ‘Mine’ really is – or more importantly, what Mine will mean to its customers. We tested a range of visuals to determine what accurately reflected both brand personalities uncovered in the research.
We created a flexible, adaptive and responsive identity system that would help the brand move with the times and evolve with the fluctuations in the market.
Within our approach we created a brand identity system that would remain consistent and present a unified voice, regardless of the nature of the communication. This system would cover positioning, identity, logo and image, ensuring consistency and a unified voice across all touch points. We focused on a voice that would allow Mine to clearly communicate how it empowers members’ lives beyond their super.
The audio visual tone piece (in collaboration with creative consultancy Brainheart) resonated strongly with staff by successfully relaying the Mine brand story. The new positioning and identity proved to be a key motivator for the organisation with positive effect felt across all departments.
The new brand was launched successfully in the tight time frame, with everything from livery, office signage and car wraps, to brochures, folders, forms and welcome packs – all rolled out within two months. Mine saw some award success following the repositioning, becoming finalists in the Chant West Specialist Fund of the Year Award in 2016 and Super Ratings Pension of the Year Awards in 2015 and 2016.
"Driven were with us at every step of the way making sure Mine’s dual personality was both strong and coherent across the new identity. We were amazed they redesigned 900 printed documents within a 2 month turnaround, while refreshing our old website, and adapting the new framework into other avenues like stationery and livery. We could not recommend Driven enough, their creativity and passion for every project they work on is second to none."