Case study

Sunsuper

“We can’t get it all done in house, can you help?”

CLIENT Sunsuper INDUSTRY Superannuation / Insurance SERVICES Branding
Design
Animation PROJECT Insurance Claim Guides + Postcards + Posters + Brochures + Forms + Direct Mail Campaigns + Google Ads / MRECs

The client / the challenge

Sunsuper is one of Australia’s largest superannuation funds. The brand believes in building positive customer experiences, despite their vast size and millions of members to serve. They came to us originally with overflow work for direct mail campaigns, and our relationship grew from there.

Our strategic solution

While we love full creative projects where we design everything from the ground up, at Lovehate Design+Brand, we also play well with others. We have a lot of experience supporting large brands, working with their own marketing and design departments. While initially our solution for this client was to turn everything around very quickly to meet their tight deadlines, over time we grew to be able to take on more complex and creative projects for the brand, guiding them in the best way to connect with their customers.

After working with Sunsuper on several successful projects, they brought us on board to design a series of claims guides to help Sunsuper’s clients when they need to claim on their insurance because they are facing serious illness, injury or the death of a loved one.

Putting on our brand strategy hats, we helped Sunsuper adapt their brand expression to ensure the overall positivity of the brand didn’t come off as insensitive to the struggles of customers experiencing such serious life stresses.

The design brief included overly smiling, happy photography. While this works well for the overall Susuper superannuation message, in this context a lighter touch was required.

We guided Sunsuper to challenge the visuals of their overall brand to better serve their customers, while keeping the end product unmistakably “Sunsuper”.

Instead of big front-on smiles down the barrel of the camera, we chose images that communicated connection and support, demonstrating the brand’s understanding of the gravity of the situations their customers were facing.

We chose images that were comforting rather than joyful, like caringly clasped hands, and those that imparted a sense of looking “off into the horizon”, a metaphor for the fact that something has ended, but also of looking to the future.

By not including faces, customers are able to infer their own emotion (or at least not be confronted by other people’s emotions). In these ways we helped the brand be more empathetic and improved the customer experience.

And we’ve helped Sunsuper out on many other projects, too.

We rolled out 74 New Starter Guides, designed to help people starting a new job to select Sunsuper as their superannuation fund.

To align with Sunsuper’s concurrent advertising campaign, the brief was to feature images of surfers.

We selected aspirational and diverse images to help engage people from all walks of life – and many stages of life – to check in with their super as they change employers.

Over the years we’ve designed, animated and coded a vast range of digital / Google ads for Sunsuper.

We’d start by creating a story board to show how we planned to condense each detailed message into as few frames as possible to work across wildly different proportions from rectangular MRECs and long and skinny leaderboards to tall and thin skyscrapers and more … all while respecting and expressing the Sunsuper brand.

Sunsuper

The client / the challenge

Our strategic solution

After working with Sunsuper on several successful projects, they brought us on board to design a series of claims guides to help Sunsuper’s clients when they need to claim on their insurance because they are facing serious illness, injury or the death of a loved one.

Putting on our brand strategy hats, we helped Sunsuper adapt their brand expression to ensure the overall positivity of the brand didn’t come off as insensitive to the struggles of customers experiencing such serious life stresses.

We guided Sunsuper to challenge the visuals of their overall brand to better serve their customers, while keeping the end product unmistakably “Sunsuper”.

We chose images that were comforting rather than joyful, like caringly clasped hands, and those that imparted a sense of looking “off into the horizon”, a metaphor for the fact that something has ended, but also of looking to the future.

And we’ve helped Sunsuper out on many other projects, too.

We rolled out 74 New Starter Guides, designed to help people starting a new job to select Sunsuper as their superannuation fund.

Over the years we’ve designed, animated and coded a vast range of digital / Google ads for Sunsuper.

We’ve helped Sunsuper out for many years, and along the way, we’ve done a LOT of forms…

Ready to grow your brand?

Sunsuper

The client / the challenge

Our strategic solution

After working with Sunsuper on several successful projects, they brought us on board to design a series of claims guides to help Sunsuper’s clients when they need to claim on their insurance because they are facing serious illness, injury or the death of a loved one.

Putting on our brand strategy hats, we helped Sunsuper adapt their brand expression to ensure the overall positivity of the brand didn’t come off as insensitive to the struggles of customers experiencing such serious life stresses.

We guided Sunsuper to challenge the visuals of their overall brand to better serve their customers, while keeping the end product unmistakably “Sunsuper”.

We chose images that were comforting rather than joyful, like caringly clasped hands, and those that imparted a sense of looking “off into the horizon”, a metaphor for the fact that something has ended, but also of looking to the future.

And we’ve helped Sunsuper out on many other projects, too.

We rolled out 74 New Starter Guides, designed to help people starting a new job to select Sunsuper as their superannuation fund.

Over the years we’ve designed, animated and coded a vast range of digital / Google ads for Sunsuper.

We’ve helped Sunsuper out for many years, and along the way, we’ve done a LOT of forms…

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