A company of Smartgroup Corporation, Smartsalary is one of Australia's largest outsourced salary packaging companies, servicing more than 200 organisations across multiple industry sectors.

Brand Refresh

The aim of the brand refresh was to overhaul Smartsalary’s marketing collateral to increase customer engagement without losing brand recognition. The challenge was to push the brand forward and ensure that all brand and marketing assets looked fresh and engaging while reflecting Smartsalary’s value and market positioning.

This was achieved by introducing new imagery that focuses on customers enjoying the benefits of Smartsalary’s product offerings. Resulting in collateral being more immersive and fostering a personal, more relatable point of view for the customer. A graphic device was also introduced to reinforce Smartsalary’s branding when applied across multiple channels and touchpoints. The ‘pointer’ device is designed to draw attention and lead the viewer’s eye to a particular point in the overall messaging. 

The typography was refined to more structured applications and the restrictive colour palette was expanded upon to give more vibrancy to the marketing collateral.