Building on a century of trust.

For more than 100 years, the Commonwealth Superannuation Corporation (CSC) has provided superannuation exclusively to past and present members of the Australian Public Service and the Australian Defence Force. Few organisations in Australia can match that history of service.

As part of a wider Brand Uplift program, CSC engaged Knight Studio to lead the design refresh for the entire organisation. Our job was to turn CSC's new brand strategy and its four brand experience principles into a visual identity: make it useful, make it meaningful, make it familiar and make it easy.

The refresh was never meant to replace CSC's logo. The challenge was to build on more than a century of brand equity while giving the brand more distinction, flexibility and impact.

Through stakeholder consultation, a detailed audit of CSC's existing brand and a review of the wider super market, we found ways to simplify the brand and give it a stronger, more meaningful brand device. The result was the CSC coin, a bold graphic element inspired by value, legacy and security. It became the foundation of the refreshed design system.

Alongside the coin, we developed a vibrant, warm colour palette, new typography, a bespoke illustration suite and a comprehensive image library. Together they form a consistent visual language that works across every format. The system launched on the CSC website and has since been rolled out across the organisation, from outdoor advertising and digital communications to seminars, events, presentations and corporate templates.

Knight Studio continues to partner with CSC, providing creative direction, strategic brand advice and ongoing design support.