Sun Life Financial

In 2005, Sun Life Financial had two brands in the marketplace: Clarica, representing its financial advisors, and Sun Life, representing the financial products Clarica advisors sold. This situation invited customer confusion. An excessive amount of diverse and inconsistant literature from both brands added to the confusion.

To redress this situation, marketing executives requested the assistance of The Haykel Group and its Macrosimplification™ process. We were asked to analyze 400 pieces of customer-facing literature, for excessive and redundant content and to explore ways to present a more coherent and unified public persona for the two brands. We subsequently conducted an audit and developed a simplified information architecture that would clarify the relationship between them and connect more effectively with customer needs.

The new system favored simpler, standardized fact sheets over elaborate product brochures and introduced two new corporate brochures that would clearly describe the respective missions of both brands. Finally, we developed several prototypes to model the clean, clear design and plain english writing style we were recommending.