SuperEasy provides KiwiSaver and retirement savings solutions tailored specifically for local government employees.

With an established customer base and a reputation for reliability, the brand was ready to modernise its identity and better engage a new generation of local government employees, albeit without losing the trust of its existing members.

Scratch Design partnered with SuperEasy to lead a full brand repositioning. Our brief was to broaden the appeal of the brand while staying true to its core audience. We developed a new visual identity and tone of voice that felt fresh, engaging, and inclusive. The goal was to convey ease and confidence – and to demystifying superannuation decisions for a wide audience that included everyone from recent graduates to long-serving council workers.

At the heart of the repositioning was the creation of a new website: www.supereasy.co.nz. Designed with accessibility and clarity in mind, the site makes it easy for users to understand their options, join the scheme, and take control of their financial future. Our art direction and digital design ensured that the site remained friendly and approachable while also meeting the functional and regulatory needs of a financial services provider. The result is a confident, future-ready brand that speaks clearly to today’s local government employees.