Menu Close menu
Client

CBUS

Industry

Financial Services

What we did

CBUS: Built for the next gen of workers

A modern build, from solid foundations

The CBUS brand needed a refresh. Steeped in industry heritage, it was at risk of falling behind competitors. The super fund needed to evolve to be digitally fit for a younger generation and expand their appeal to new members.

Grounded in a winner’s mindset

CBUS needed to bring fresh energy and character to its ‘built by the people’ heritage. A ‘winning the day, winning at life’ mindset became the foundation for our brand update.

Led by brand character

Our design and writing teams joined forces to take an innovative approach to identity. Defining a new brand character, this became the foundation for CBUS connecting more emotionally and authentically with members.

Distinctive design and voice assets

We amplified core brand assets with confident colours. Photographed members ‘at play’ as well as at work. And introduced illustrative elements inspired by makers’ marks for more movement and personality. All paired with a new tone of voice that’s full of wisdom and relatable pep to feel more like a supporter and leader with cliché of superannuation sameness.

Ready to help members build their something

CBUS’ brand refresh shifted the fund from institution to supporter, from individual to collective. Creating a cohesive and single-minded brand that’s bold, confident, and future focused. Helping young workers feel empowered to build their super and speak about money without feeling out of their depth.

Image of 2 men shaking hands in hard hats with the new CBUS brand colours and graphics
Blue image with the text "All profits back in your pocket" in the new CBUS brand typography and design style
Animation showing the Flexibility of the CBUS brand design system
Image of a piggy bank illustration in the new CBUS brand style and colours
Image showing the CBUS brand colour palette
Image of a smartphone showing the new CBUS brand app icon
Image of a laptop showing the new CBUS brand website
Image of a banner advertisement for CBUS Super with the new brand elements, colours, illustrations and text: "See your super building right n front of you - build your something."
A series of graphic icons in the new CBUS brand illustration style and blue and green colour palette
Image showing the new CBUS logo on a building, and CBUS branding on the side of a bus with the text "Winning the Game"
Image showing a series of social posts featuring the new CBUS brand elements. photography, typography and colours
Image of a billboard advertisement on the side of a building in CBUS branding showing an illustration of a trophy cup and the text "Winning starts here"
A series of flyers in the new CBUS branding with text including "New rules for automatic insurance" "What makes CBUS a winning move?" and "CBUS Super income stream"
Image of a white travel cup with CBUS branded stickers and logo
Image of a CBUS brand tote bag in blue
The new CBUS brand guidelines laid out on a grey background
Bus stop advertisement showing the new CBUS branding, including a house illustration and the text: "Firs home dreaming? With CBUS you can build your deposit through extra contributions and save up to 15% tax. That's winning"
CBUS brand advertisement showing photo of cyclists and the copy "Cover that's got your back"
A stadium advertisement in the new CBUS branding showing a football illustration with the text "While you barrack, we're building. Build your something"
Next project