The brand, formerly LG Super, was a well-established business that was experiencing brand confusion with a competitor, were struggling to communicate their value to different markets and preparing to launch a public offer. They required a compelling and disruptive campaign to drive brand awareness, membership growth and reposition the brand as market leaders.
Brand Personality & Illustrations
The ‘door is always open’ campaign was created to launch the brand to market over an 18-month period and worked to promote the new brand and public offering to diverse stakeholder groups. Using key brand messaging the campaign aimed to communicate the brand’s value proposition and community focus while aligning with the brand promise of grow and the overall brand strategy.
Visually, a branded green door was used to visually communicate the stages of launch and when live, used in conjunction with an image of the target stakeholder acting as a ‘welcome’ to the superfund.