Projects.
MBF
The project
MBF rebrands, updates public image and increases membership through smart, flexible design solutions.
The puzzle
For over 50 years, the Australian Air Pilots Mutual Benefit Fund (MBF) has provided financial peace of mind to its members. Despite their good work, the organisation’s branding was in need of a refresh to better represent the growth and values of the company. It was decided that reinventing MBF’s image would centre on a new logo, tying together concepts of Australia and aviation with a professional, contemporary and clean aesthetic. The rebrand would incorporate use of the more streamlined acronym ‘MBF’ as the organisation’s primary brand name.
The solution
SBM’s design team developed a number of logo concepts, featuring the Australian map icon that would be a focus of the final design. A key challenge was to integrate this with an aviation theme in a way that was fresh, dynamic and contemporary. The finished logo was intended to strongly emphasise these criteria, centering on a stylised map icon with points and lines that suggested an aircraft’s flight path. These elements became central to the overall branding, which was delivered to the client as a branding guide and accompanying print asset.
The results
The rebrand was a huge success, dramatically updating the client’s brand image and increasing brand recognition amongst their target member base. By establishing a strong visual identity that positioned MBF as fresh and relevant, the new design helped increase memberships and show the company in a whole new light to prospective clients. SBM enjoys an ongoing relationship with MBF, and the logo and design guide continue to be central to the organisation’s public image.
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