Title:
SunCX Actuarial Consulting

Scope:
Brand strategy
Logo design
Visual identity
Collateral

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 was not only professional but creative, distinctive and would stand out in a traditionally risk-adverse industry.

The brand identity began with an exploration of the existing market, looking at competitors, potential clients and finding the unique brand positioning of SunCX. Through this exploration, a logo was created that interwove the ‘sun’ and the ‘x’ of SunCX while tone of voice was kept open, devoid of jargon and with an emphasis on trust and honesty.