How a super fund performs over time makes a big difference to our lifestyles in retirement. Keen to convey to its members the value of going the long haul, Australia’s largest super fund chose ‘Investing in Your Future’ as the theme for its 2013 Annual Report. The brief was to develop three creative concepts based on this theme. Once a direction was selected, the next task was to shortlist and interview a diverse range of members from the AustralianSuper community. Travelling from Brighton and Bonbeach in Victoria to Litchfield National Park and the Mindil Markets in Darwin, members were interviewed prior to crafting engaging case studies to be peppered throughout the report, acting as a welcome break between necessary financial content. Additional key messaging introduced topics including investment options, market fluctuations, targeted growth areas, greater investment diversity and environmental and social governance. A relaxed, approachable tone of voice dovetailed together with informal member imagery, reinforcing the perception of the down to earth, hardworking and enduring Australian. The Annual Report was supported by messaging on the AustralianSuper website.