crescent wealth
superannuation rebranding
Art Direction
Brand Strategy
Identity Refresh
styleguide development
Crescent Wealth is a superannuation provider that services the Australian Muslim community. They were a well known brand and were seen as a pioneer in the space, but new alternatives had begun challenging their dominance of the market.
Our research revealed a perception that the organisation's support of the community was weakening. Customers also thought the messaging had become overly negative.
I helped develop a brand strategy that aimed to bring the focus back on to the community with a more positive brand voice.
As part of the launch of the rebrand, I helped develop the concept for a series of videos that featured well known individuals from the Australian Muslim community. They would share the stories of their success, and the legacy of their families migrating to Australia.
This campaign aimed to re-establish that connection with the community and to tap into the relevance of security built over time which is the intention of super.
