QSuper Corporate Identity

Background: After much discussion Queensland Creative Design was asked to recommend a program for the successful transition to a new corporate identity for the Queensland Government Superannuation Office. Superannuation regulations were due to change and the GSO wanted to be prepared for them.

The Brief: We recommended dividing the project into the following stages:
a) Communication Audit.
b) Corporate Identity.
c) Transitional Guidelines.
d) Corporate Identity Manual.
These recommendations became the framework for a 23-page tender document to which we successfully responded.

Strategy: Our response to the tender document carefully laid out our strategy step by step. The communication audit began with interviews of key personnel including the Board of Trustees, the Managing Director, other managers, external consultants and most importantly, the staff who dealt directly with member enquiries. These interviews along with other insights into the organisation via the Communication Audit formed the basis for a coordinated plan of transition.

The Result: The Government Superannuation Office is now 'QSuper' with a positioning statement ’Financing Your Future'. GSO products have been renamed and positioned to provide a clear communication message. There is now a Corporate Identity Manual that provides guidelines for an integrated communication strategy.