Local Government Super rebrands as Active Super to broad appeal and drive growth

Local Government Super (LGS), an Australian superannuation asset management company, has rebranded as Active Super, engaging different creative and digital agencies to broaden its appeal, attract new members and drive growth.

As part of the strategy, Active Super worked collaboratively with the agencies to deliver a new experience for members that not only showcases the fund’s active ownership philosophy, but also aims to highlight its responsible investment principles. 

Active Super chief digital and marketing officer Chantal Walker engaged the specialist agencies, including branding agencies Principals and XXVI, to work collaboratively as a combined ‘super agency’ on the project. The aim was to not only provide members with a refreshed brand, but also with a new digital experience.

The new brand positioning, ‘The Greater Good’, talks to the responsible investment ethos that underpins the fund’s strategy to deliver returns to members. 

“We aim to transform LGS into a modern, mobile-first digital enterprise that is innovative while still remaining true to its heritage,” Walker says. 

“Even our new logo stems from the old one. It’s a new leaf at the top of the LGS tree, representing growth, fresh energy, and a new chapter. We’re a super fund that’s proudly grounded in our local communities, delivering strong financial performance through responsible investment and that hasn’t changed,” she adds.

Active Super CEO Phil Stockwell says the fund was seeking to use scale to its advantage to be more innovative and to become more consumer driven. 

“This new brand will increase our appeal to a broader range of members looking to have their superannuation invested in a way that is responsible, as well as delivering great long-term returns so members can maximise their retirement outcome,” Stockwell says. 

The new name was chosen to capture the fund’s long-standing active  pursuit of investments.

“Our ambition is to grow membership by delivering great member value and this rebrand is an important element to that growth,” Stockwell adds.