Good Super is the first superannuation fund of its kind. Where others might simply avoid investing in harmful companies, Good Super go one-step further by actively seeking out profitable investments that deliver positive social and environmental returns. Its vision is to see the $1.75 trillion held in Australian super accounts become an agent for social change. All branding efforts from the name and positioning statement through to the copy and marketing material worked towards reinforcing Good Super’s vision for a better future through strategic impact investing. The viewfinder motif in the logo emphasises the word “Good” and reinforces the idea that investment decisions are filtered through a social lens. A suite of illustrations was developed to help bring the brand story to life. It’s a visual approach that resonates with a younger audience and distinctively differentiates Good Super from its competitors who typically rely on cliche lifestyle imagery and stock photography.