Future Super is a superannuation fund that helps people use the power of their money to build a future worth retiring into. We’re building our product and brand in-house and documenting what we learn in the process.

Here’s what we’ve been up to in the past few weeks:

  1. A Lesson in Recruitment
    Getting better at writing meaningful recruitment questions.
  2. Ticktock,TikTok
    We’re experimenting with leads on TikTok. Watch this space!
  3. Progress even over perfection
    Another issue of what shipped and another theme of our visual identity to explore. …


Finishing the year with sore legs and a stack of half finished books to tackle in 2021.

Well, 2020, it’s been a year. Over the years I’ve come to really enjoy this period between Christmas and New Years for reading, riding my bike, for writing, reflecting, and looking at things I read and loved in the year. It’s a ritual. I love that I get to read other people’s book lists (Emma’s! Rachel — who inspired me to start this little habit), it’s such a voyeuristic and delightful peek into the hearts and mind of smart people in my orbit.

This year was hard. For so many reasons. There were long periods of time when I was…


Notes from branding a business challenging perceptions about the disability sector.

This one’s been sitting in my drafts for a while, but it’s been awesome to see For The People and Avenue put this work out into the wild and get recognised by AGDA for it.

The brief

When Laura O’Reilly came in to For The People and briefed us on a new direction for Avenue, I was stoked. I’ve always been really excited to do work that challenges society’s perceptions and makes positive change attractive — whether that’s rethinking the pale-male-and-stale perception of unions, reframing Western Tasmania’s remoteness as it’s strength


Strategy is only ever as good as execution.

…But if the strategy process doesn’t enable the people executing the work to actually do good work, ya gotta rethink your process. I’ve been thinking about how to get better at building strategy with our team at Future Super so that we can let our strategy emerge from many perspectives, versus force a perspective on many people. Why: the work will be better if the strategy is formed with and by the people doing the work. It’s also more fun.

My desire has always been to build strategies that are useful, effective…


Future Super is a superannuation fund that helps people use the power of their money to build a future worth retiring into. We’re building our product and brand in-house and documenting what we learn in the process.

Here’s what we’ve been up to in the past few weeks:

  1. Socials, Publishing Tools
    We’re finally at a place with our brand and socials strategy that it makes sense for us to (finally) start using a tool that will help us make the execution side of our work easier.
  2. Design, Testing type
    Shouting less, more meaningful messaging.
  3. Building a brand that moves people…


Brand books. Brand guidelines. Brand bibles. Rules. Principles. Navigating the world of brand guidelines can be a bit daunting. Things look different when you’re on the client side of the fence, versus the brand agency, versus using guidelines as a freelancer. They can be a bible of rules or a beacon for creativity. Really just depends on what you need.

As we’ve built our brand, we’ve built our guidelines with a bias for ‘just enough, just in time.’ Why:

  • Building extensive lists of do’s and don’ts is a lot of work in and of itself
  • Rules are meant to be…


Future Super is a superannuation fund that helps people use the power of their money to build a future work retiring into. We’re building our brand in-house and documenting what we learn in the process. If you like what you read, please subscribe, follow, like or hit 👏.

As part of the process of building our brand in house (you can read about that here), we introduced brand retrospectives, a process that I outlined here. To quote myself, “retrospectives are common in software teams to practice iterative development, but not so much in creative development. …


Future Super is a superannuation fund that helps people use the power of their money to build a future worth retiring into. We’re building our product and brand in-house and documenting what we learn in the process.

Here’s what we’ve been up to in the past few weeks:

  1. Launched our new-and-improved website with our eye on more rapid, continuous changes.
  2. Exploring strategy and creative simultaneously (and continuously) to push ourselves to think big, weird, and wild…but with a purpose.
  3. Writing up and sending out The Bottom Line for quarter two — our member newsletter where we give updates on the…


A recipe for exploring creative and strategy simultaneously

There’s a moment that I’ve come to call “the leap” where strategy is parked and creative is started. Sometimes it’s graceful, sometimes it’s not.

The analogy I used in a briefing session: Taylor Swift’s ill fated performance on a treadmill.

Creative without strategy is art. Strategy without creative is theory. To this I say…


Future Super is a superannuation fund that helps people use the power of their money to build a future worth retiring into. We’re building our product and brand in-house and documenting what we learn in the process.

Rounding the corner into our 7th week of working from home as a team here’s the TLDR of what we’ve been doing:

  1. Brand, Campaigns
    We questioned what our role is in a moment like this, and (related) shipped some brave work in the form of a petition to the government.
  2. Copywriting
    LOTS of writing was done this week for Our Future is Not a…

Amanda K Gordon

sydney via seattle. believer. growth @futuresuper. ex strategy @forthepeopleau. experimenting with writing.

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