Sun Life has rebranded in response to research that showed the company many people perceive financial services to be unaffordable and overcomplicated.
A new positioning has been developed around the idea of ‘democratising financial services’ and a new strapline, Life’s What you Make of It, has been created.
Three brand pillars have been established – connected, confident and straightforward – to reflect the strapline.
The brand pillars have informed new communications materials where Sun Life says clearer graphics, an optimistic tone of voice and explanations of how products relate to people’s lives have been established.
A new ISA ad, also created by Bray Leino, is titled ‘Making my money work as hard as me,’ while the funeral product has been called the ‘Everything I do I do it for you’ plan.
David Brooks, SunLife marketing director says, ‘Our new brand is bright, bold and modern. It brings to life our values of being straightforward and affordable – and we believe those values will really connect with our customers, to help create a nation of confident savers and insurers.’