COMMUNICATING AS ONE
In an industry with many strong global brands, Sun Life solidifies its own name to clearly define what the company stands for.
As a collection of companies operating in a host of countries around the globe, the Sun Life name had come to mean different things to different people - an insurance company, wealth management services, banking and mutual funds. The company needed to become more clearly defined in the public’s mind. So when Sun Life Assurance Company of Canada demutualized to become a publicly traded company, the timing was ideal to launch a major restructuring of its brand. Ove worked with the company to bring its disparate operations together under one common umbrella. Beginning with a change in name to Sun Life Financial - to shift its focus away from insurance - every step along the rebranding process conveyed the image of a consistent, global company with a comprehensive range of financial services.
Recently, with the conversion of its advisor network Clarica to the Sun Life Financial brand, the company worked with Ove to align the network’s communications, both visually and in terms of language, with the overall brand. This work encompassed a broad range of channels including advertising, signage, collateral and Web.
