Sun Life refreshes global brand identity

Insurance and financial leader Sun Life Financial has unveiled a refreshed global brand identity, unifying its brand name into a single word - Sunlife - alongside a new logo and global tagline, "Making life brighter".

Marking the company’s first significant visual update in over 25 years, the evolution reflects Sunlife’s growth beyond traditional life insurance into an integrated global power in asset management, health, wealth, and protection.

The strategic shift addresses the company's expanding global reach while creating a clearer, more consistent presence across digital and international markets. Asia continues to serve as a pivotal engine in this growth narrative, with Sunlife Asia serving more than 30 million clients across eight regional markets and contributing 18% of the group's underlying net income in 2025, up from 15% two years prior.

According to Kevin Strain, president and CEO of Sunlife, the refresh represents a natural progression aligned with the organisation's overarching purpose of helping consumers build lifetime financial security and lead healthier lives. Bringing the strength of Sunlife together under one clear global identity enables the company to build deeper relationships, address complex client needs, and unlock new opportunities for expansion worldwide.

“This is about much more than changing how Sunlife looks. It’s about building a brand aligned to our Purpose and ambition for the next chapter of our company,” said Strain. “By bringing the strength of Sunlife together under one clear global identity, we create deeper relationships, serve more of our clients’ needs and unlock new opportunities for growth. That is the opportunity behind this evolution and the future we are building toward.”

At the heart of the new brand is "Making life brighter", a simple expression of the impact Sunlife strives to have every day. It means helping make important decisions clearer, challenges more manageable and opportunities feel more within reach. It also connects directly to Sunlife’s purpose: helping clients build lifetime financial security and lead healthier lives. Through trusted advice, solutions and support, Sunlife aims to be an active and trusted partner helping Clients navigate the moments and decisions that shape their lives, or their businesses.

“Sunlife has been part of Asia for more than 130 years, longer than any other global life insurer, and we're proud of the history and connection people have with our brand,” said David Broom, chief client and distribution officer, Sunlife Asia. “Our refreshed Sunlife brand reflects the business we've built in Asia today – one that's more connected, more digital and better positioned to support clients through every stage of their financial journey.”

The refreshed Sunlife brand also reflects the evolving needs and expectations of clients. New global research from Sunlife highlights a growing expectation among consumers for more integrated support. In Asia, nearly two-thirds (62%) say managing their health can affect their financial situation, while the same proportion (62%) say their financial situation has an impact on their health.

The survey also highlights strong demand for a more integrated approach, with nearly three-quarters (72%) wanting support that considers their health, finances and protection needs together rather than separately. That demand is significantly higher in Asia than in North America, where fewer than half (47%) say they want integrated support, and is also above the global average of 65%.

“Across Asia, people are living longer, building more wealth and managing increasingly interconnected financial needs,” said Broom. “As those needs become more complex, clients are looking for simpler, more connected ways to manage them. By bringing together our expertise across insurance, wealth and financial advice, we provide the connected support to help Clients navigate those decisions with greater confidence and build a stronger financial future.”

While Sunlife’s brand is evolving, its commitment to delivering on its purpose remains unchanged. The refreshed brand will bring that commitment to life through a more modern and consistent Sunlife experience around the world. It will roll out in phases across global markets, businesses, and client experiences, beginning with high-impact digital and client-facing channels. During the transition, audiences may see both the previous and refreshed Sunlife branding across different touchpoints.

MARKETING-INTERACTIVE has reached out to Sunlife for more information. 

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