Launching a product makeover

AMP

AMP CustomSuper is AMP's most highly featured master trust superannuation product, with around 150,000 members.

In 1996, the company decided to enhance its product image at the same time as enhancing several product features.

InfoCLEAR was engaged to work closely with design agency Dupree Partnership in a rewrite of the full suite of client and customer communications.

'A prototype of the new Member's Guide was tested with users. The improvements made after user feedback gave us a lot of confidence about how the final product would be received.'

The full makeover included marketing brochures, guides for members, employers and financial advisers as well as standard letters and forms.

The project reinforced AMP CustomSuper's reputation as a market leader.

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