Challenge:
SunCX is an actuarial consulting firm looking to make their entry into the market with a strong emphasis on customer experience (“CX”). The founder, Jason Sun was interested in creating a brand that disrupted the existing market - in particular, a brand that could be both professional but creative, distinctive and would stand out in a traditionally risk-adverse industry.
Solution:
The brand identity began with an exploration of the existing market, looking at competitors, potential clients and finding the unique brand positioning of SunCX. With such a personal tie to the business name, it felt fitting to explore the ‘sun’ and ‘x’ to create a distinctive logo that also felt professional and everlasting. The more humanistic and slightly playful ‘x’ draws attention to the emphasis the founder had the experience of his clients, ultimately wanting to provide a more down-to-earth service that felt more human. The logo also became a holding device for imagery as to highlight people or an idea as the central focus.
In consideration of the overall brand identity, the tone of voice was kept open, devoid of jargon and with an emphasis on trust and honesty.
