Super. Simple. Chats.
Branding x AI
When branding meets generative AI.
Role:
Web design
Web design
Client:
Framer template
Framer template
Year:
2024
2024
Context
Superannuation is a category Gen Z tunes out by default — retirement feels decades away and the topic reads as dry, institutional, and irrelevant to daily life. Rest Super needed a way to get younger members engaging with super earlier, starting with genuinely useful but easy-to-ignore topics like having a baby and navigating insurance through super.
Challenge
Make inherently unglamorous financial topics feel relevant and worth stopping for, for an audience that had no existing appetite for the category — without the content feeling like it was talking down to them or dressing up superannuation as something it's not.
Craft
I built a design system around a single visual device: a soft, 3D-rendered object or character that literally embodies each episode's topic. A sleepy cat with a dollar-sign thought bubble stands in for "What's your super love language?" A baby bottle filled with coins carries "Super and having a baby." A calculator flashing "MYTH" on its display anchors the episode debunking the need for $1M in super. Each render sits on a muted, earthy gradient background — olive, moss, warm brown — paired with bold, oversized sans-serif headlines and the Rest logo, so the series reads as a consistent set even as the backgrounds shift episode to episode.
That combination was deliberate: financial-services content defaults to literal iconography (piggy banks, calculators, graphs) rendered in corporate blues and greens. I kept a few of those familiar objects — the piggy bank, the calculator — but rendered them with a soft, toy-like, almost claymation quality, and paired them with an earthy, muted palette rather than the sharp corporate tones the category defaults to. That's what makes the series feel approachable and current to a Gen Z audience without abandoning Rest Super's brand identity.
Working within a limited budget, I used Adobe Firefly to generate the base imagery, then refined it in Photoshop to get consistent lighting, proportion and finish across every episode so the series held together as one system rather than five one-off pieces.
Outcome
The series formed part of a broader campaign to get younger members thinking seriously about their super earlier. Its reception led Rest Super to commission a second season, building on the visual style guide established in season one — the strongest available proof point that the format and design system worked well enough for the brand to invest in more.
Context
Superannuation is a category Gen Z tunes out by default — retirement feels decades away and the topic reads as dry, institutional, and irrelevant to daily life. Rest Super needed a way to get younger members engaging with super earlier, starting with genuinely useful but easy-to-ignore topics like having a baby and navigating insurance through super.
Challenge
Make inherently unglamorous financial topics feel relevant and worth stopping for, for an audience that had no existing appetite for the category — without the content feeling like it was talking down to them or dressing up superannuation as something it's not.
Craft
I built a design system around a single visual device: a soft, 3D-rendered object or character that literally embodies each episode's topic. A sleepy cat with a dollar-sign thought bubble stands in for "What's your super love language?" A baby bottle filled with coins carries "Super and having a baby." A calculator flashing "MYTH" on its display anchors the episode debunking the need for $1M in super. Each render sits on a muted, earthy gradient background — olive, moss, warm brown — paired with bold, oversized sans-serif headlines and the Rest logo, so the series reads as a consistent set even as the backgrounds shift episode to episode.
That combination was deliberate: financial-services content defaults to literal iconography (piggy banks, calculators, graphs) rendered in corporate blues and greens. I kept a few of those familiar objects — the piggy bank, the calculator — but rendered them with a soft, toy-like, almost claymation quality, and paired them with an earthy, muted palette rather than the sharp corporate tones the category defaults to. That's what makes the series feel approachable and current to a Gen Z audience without abandoning Rest Super's brand identity.
Working within a limited budget, I used Adobe Firefly to generate the base imagery, then refined it in Photoshop to get consistent lighting, proportion and finish across every episode so the series held together as one system rather than five one-off pieces.
Outcome
The series formed part of a broader campaign to get younger members thinking seriously about their super earlier. Its reception led Rest Super to commission a second season, building on the visual style guide established in season one — the strongest available proof point that the format and design system worked well enough for the brand to invest in more.
