Australian superannuation fund Rest has collaborated with KPMG Creates to revamp its visual brand identity. The updated look will be gradually rolled out, beginning with Rest's website and app.

The refreshed brand is described as a statement of purpose, aiming to simplify the super experience for Rest's 2 million members, over a million of whom are under 30 years old. The goal of the refreshed brand is to help members build a relationship with their super, fostering financial confidence and future preparedness.

"We represent around 2 million Australians, including more than a million who are younger than 30 years old. We want to create super they love by making the super experience simple," said Rest's Chief Member Officer, Deborah Potts,

The KPMG Creates team worked with Rest to put simplicity at the forefront of the process. The refreshed identity includes a streamlined logo with a 'heart' symbol, reflecting Rest's commitment to its members, and a refined colour palette with green as the signature colour.

"The refreshed visual brand not only helps communicate our purpose but helps Rest deliver it. The goal is to make it easy for our members to build a relationship with their super. We believe helping members become more engaged in their super will help them build financial confidence today and be better prepared for the future," Potts said.

KPMG Creates introduced cutting-edge AI tech to match Rest's refreshed visual brand, generating unique, non-photographic visuals for more flexible and personalised member communications. New user-centric design elements are being added across Rest's digital experience to simplify complex information and empower members to manage their super seamlessly.

"This isn’t just a brand refresh; it’s the result of three years of collaboration and trust with Rest. As the superannuation landscape grows more complex, members expect simplicity and intuitiveness from their super funds, just like any other part of their tech-driven lives. We’ve built something that feels effortless, whether they’re engaging with Rest through marketing or the latest digital tools. It’s about delivering confidence and simplicity in every interaction," said Partner, KPMG Australia, Sudeep Gohil.

KPMG is a global organisation of independent professional services firms providing Audit, Tax and Advisory services, operating in 143 countries and territories with more than 265,000 partners and employees.

"This is the evolved Rest – a brand that’s as bold as it is simple, with its members at the very heart of every decision," Gohil said.