Aware Super

With more Australians approaching retirement, Aware Super saw a huge opportunity to engage this audience in a way that could drive both impact and long-term brand growth. A key strategy was creating a retirement guide that truly connects, one that feels more like a conversation and less like a lecture. 

Through ideation workshops, Lexicon shaped the content strategy, structure, and copy to reflect the stop-start nature of real-life planning. The result? A valuable resource that helps pre-retirees feel more in control, while also offering Aware Super the chance to enhance customer satisfaction and generate new business leads.