Health and community services industry superannuation fund Health Super has overhauled its brand following a strategic review two years ago.
"Our decision to move to a new brand was based on the need to better distinguish our superannuation fund from other funds," Health Super chief executive Chris Clausen said.
The new branding includes a revised logo and website and was developed following research on the fund's membership.
"Our membership is predominantly female, so we wanted a distinct brand that would reflect that," Clausen said.
The branding process was managed by marketing firm Fresh.
No additional staff would be needed to implement the marketing and branding strategies, Clausen said.
The campaign had just been launched internally with plans to go public soon, he said.
The superannuation fund has hired advertising agency The Furnace to assist with the external rollout of the brand.
"At this stage we will not be looking at broad advertising such as a television campaign. We are not looking for a big bang approach to this campaign," Clausen said.
