Refreshing the voice of two leading super funds to connect with younger audiences, rebuild trust, and prove that financial content doesn’t have to feel like homework.
GuildSuper and ChildCare Super are two long-standing funds dedicated to women working in pharmacy and early childhood. More than 80% of their members are women, and everything they do is about helping those members grow, understand, and protect their super.
The funds had a strong reputation, but their tone hadn't evolved with their audience. Online, their messaging felt cautious and outdated. The website copy was heavy on information but light on connection. And their employer communications were getting lost in the noise.
The goal was simple: keep the authority, lose the formality. We wanted to make financial content feel clear, helpful, and human while keeping the professional credibility that matters in super.
We started with the website, rebuilding the tone and flow from the ground up. The new copy still covered the same topics, but with friendlier language and a more natural structure that guided members through the information rather than overwhelming them.
From there, we developed a social media campaign of Reels and carousels designed to demystify key super concepts. Finally, we reworked the employer materials, onboarding packs, pitch decks, and explainer PDFs, to help workplace partners communicate value clearly.
The refreshed content started performing almost immediately. Website traffic jumped, social engagement followed, and employers found it easier to explain why GuildSuper and ChildCare Super were the right fit for their teams.
These funds have always done important work. Now their message feels as strong, and as relevant, as the mission behind it.
Alice is a rare mix of highly creative but also commercially minded and is always thinking outside the box. She is a great writer, and designer and has the ability to juggle plenty of different tasks at once with ease.
Amy Joseph
Senior Content Manager, GuildSuper & ChildCare Super
The pieces that built momentum and proved the system worked.
