NSSF unveils its new corporate identity

By Jackson Okoth

Social Security provider, National Social Security Fund ( NSSF) has embarked on a strategic rebranding ahead of its transformation from a provident fund to a pension scheme.

The rebranding at NSSF started early this month with a series of internal communication activities to its 1,600 staff and hit a climax yesterday when the new corporate brand was unveiled.

Speaking during the unveiling, NSSF Acting Managing Trustee, Tom Odongo, said the Fund would be investing heavily in the rollout of the new corporate identity system to ensure resonance with its clients and staff.

The fund’s new logo and slogan (Growing you. For good), is aimed at shedding off its old infamous public image.

Abstract visualisation

Odongo explained that the new NSSF logo is an abstract visualisation of the partnership between NSSF and its members that ensures the sustenance of social security. He also pointed out that the lime green colour denotes new and positive change, while the yellow represents wealth and energy.

“The rebrand of NSSF showcases our corporate resolve to transform into one of the world’s best run and managed social security fund focusing on service delivery as our core mandate,” Odongo explained.

The ongoing NSSF rebranding process – conceptualised by integrated marketing communications firm Media Edge Group – will be rolled out progressively across NSSF branches countrywide.

In its last financial year statements, NSSF returned a net increase in scheme funds of Sh11.6 billion supported by stable returns from investment incomes and a seven per cent growth in contribution revenues.  The fund’s 2011 results reflected a net assets growth of 12 per cent to stand at Sh110.4 billion, up from Sh98.6 billion posted the previous year.

Tattered image

NSSF will hold its first Annual General Meeting (AGM) on September 17 as part of efforts to clean up its tattered corporate governance image and repute.