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 Online, their messaging felt cautious and outdated.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 — the materials used to onboard new members through workplaces — were getting lost in the noise.
Our 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 with it.
From there, we turned the focus to social media. Working with the internal team, we developed a campaign of Reels and carousels designed to demystify key super concepts in a way that actually made people stop scrolling.
Finally, we reworked the employer materials — onboarding packs, pitch decks, explainer PDFs — to help workplace partners communicate value clearly and confidently. Each piece became a bridge between the funds and the women they serve.
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.
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"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 JosephSenior Content Manager, GuildSuper & ChildCare Super
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