FEAL

The Client

Since 2014, Amadeus has been in partnership with Fund Executives Association Limited, an industry body who provide professional development for the executives of not-for-profit superannuation funds.

During this time we’ve undertaken a full rebrand, as well as created branding and communications for their calendar of executive events throughout the year, including their annual conference. It’s a relationship that I greatly enjoy and the team, Joanna, Renee and Canelle, are a real pleasure to work with every year.

The Brief

Visual Identity & Website Design

CEO Joanna contacted me mid-year to see if I could work with them on the development of a Credentials Document, a piece that their board had recognised as being of strategic importance as a marketing, sales and communications tool.

The Approach

Although I work closely with the team every year, it’s not often that I get to catch up with them in person. Now was the perfect time, and we we kicked off the project with a two hour workshop, where we revisited their short, medium and long-term goals, as well as some industry trends that were impacting them, particularly in light of the Royal Commission into banking.

After this I was able to take away the key pieces of information and tease them out into some key messaging. Using the by-now well-established brand, Amadeus performed the following:

Communications strategy workshop
Key message formulation
Copy editing
Graphic design

The end-product was a 16-page printed flyer which details FEAL’s key value proposition and service offerings (events, education and scholarships) as well as deeper information for their three core markets - individuals, organisations and sponsors.

The Result

This project reminded me how powerful credentials documents can be, especially when used as an opportunity to take stock, and clarify and refocus key messaging. It’s also so rewarding to work with a brand in such a longitudinal way: seeing the strategic foundations laid previously pay off in the execution of a brand and business that is more relevant than ever.