Our refreshed global brand reflects who we are today and our ambition for the future
People’s lives are changing. Health and financial decisions are increasingly connected, technology is transforming how people seek information and support, and expectations for simpler, more personalized and connected experiences continue to evolve.
Sunlife is evolving with them.
Today, we are introducing a refreshed global brand that better reflects who we are and the role we want to play in Clients’ lives.
It includes a modernized version of our sun globe and a simpler expression of our name: Sun Life is now Sunlife. Our refreshed brand also introduces a new tagline, Making life brighter.
This is more than a new look. It is a clearer expression of Sunlife and our ambition to help more Clients navigate important health and financial decisions with confidence.
[Sunlife logo]
[Making life brighter]
[A boy jumps into a pool; holding his breath and swimming below the surface. He and two other children wave to the camera underwater.]
VO: At Sunlife, we want to make life brighter.
[A young woman in white looks up at her partner as an officiant reads during their wedding ceremony.]
[An older couple dances together in their living room.]
[A group of friends play Jenga together and exclaim as the tower falls over.]
[A man kneels in front of a woman in a lush green park, proposing.]
VO: It's a simple goal, but a powerful one, because life isn't always simple.
[A woman stands from sitting on a toilet, holding a pregnancy test she shows to her partner. The two share shocked and excited looks.]
[A man and a woman hold a newborn, lifting them up in a loving embrace.]
[The camera follows a pair of young children as they chase each other around the living room table.]
VO: We make plans, then life changes and the world changes around us.
[A man and woman sit with a laptop in a bright office meeting room and talk indistinctly.]
[The camera follows a pair of running shoes from behind closely as the runner sprints on an outdoor track. The camera switches to a side shot of the young woman running.]
[A man stands with his bike outside, looking down at his phone in his hand.]
[A close shot of an ascending graph chart is in the man's hand.]
VO: How we work, how we care for our health, how we prepare for the future.
[The man is now on his bike and rides it along a path outside.]
[A silhouetted man hikes across a grassy hill, the sun behind him in the sky.]
VO: We understand that.
[The man hiking comes into view. He gazes across the landscape toward the sunset.]
VO: That's why we're evolving, too.
[The camera focuses close on a set of eight birthday candles atop a cake being blown out by a young girl in pigtails.]
[A doctor in a lab coat sitting at a desk speaks indistinctly to a couple sitting across from her.]
VO: Because making life brighter starts with understanding what matters to you.
[A young boy smiles as he looks off screen and puts on a pair of glasses.]
[A young professional woman walks outside, looking into the distance and behind her.]
VO: Meeting you where you are for whatever comes next.
[The camera follows closely behind a woman in business attire holding a binder and walking through an office.]
[Two sets of business associates are silhouetted in a large boardroom with floor to ceiling windows. The pairs bow to each other in a respectful greeting.]
[A woman smiles wide in a close up shot.]
[An older Asian man and woman sit across from each other on the floor, holding hands and stretching back and forth together.]
VO: Helping you move forward with confidence as an active and trusted partner
[A young woman exercises her arms using battle ropes outside. She takes a break, breathing deeply and smiling at her progress.]
[A woman sorts various sales receipts on the table in front of her.]
[An older man wearing a life vest sits on a moving boat and looks forward.]
VO: Making it easier to lead a healthier life your way.
[A middle-aged woman in workout gear speaks indistinctly to another person with her.]
[An older man and woman stand at a kitchen counter. He pours her a cup of coffee and hands it to her. They smile at one another.]
VO: Making retirement planning fit lives that don't follow a single path.
[A person out of focus places a “We are open” sign on a glass shop door.]
[A young woman gazes in the sunlight out a train window as it moves along.]
VO: Making it easier to focus on what might go right instead of what could go wrong.
[A pair of grandparents sit on a couch in their living room and speak happily to someone on a tablet held by the man.]
[A silhouetted woman puts a hand to her forehead, shielding her eyes, and looks out into the distance with the sunset and ocean behind her.]
[A young boy with braces gazes off screen and smiles widely.]
VO: Because when you have the right partner beside you, the future feels brighter.
[A young woman in the driver’s seat of a car makes a careful turn, a driving instructor in the passenger seat next to her. She partially hits a small pylon in the front, laughs, and reverses.]
[An older Asian woman gazes down at a framed photograph of her family and smiles warmly.]
[A man runs alongside his young daughter on a bike, holding her steady as she goes.]
VO: Not because life is perfect, but because you know you don't have to navigate it alone.
[A young woman wearing a wedding dress and holding a bouquet outside a cathedral twirls in a loving dance with her partner.]
[A man at a dinner table eats using chopsticks. Hands in front of him take food from communal bowls. A woman at the table looks up and laughs.]
VO: A brighter life isn't something you hope for.
[A young black woman laughs heartily at a table with friends.]
[A young couple stands side by side in an empty apartment, looking out a large window and embracing one another.]
[A young woman wearing sunglasses on her head outside stares into the camera, smiling. The shot flips to a young man, also looking into the camera and smiling. And finally, another woman wearing a lab coat smiles into the camera.]
VO: It's something we help build together.
[The sun dot fills the screen and zooms out to show the Sunlife logo and tagline.]
[A single person stands next to a tent at night, just a silhouette, gazing into the dimly lit horizon. The tent is illuminated by warm yellow light from inside.]
VO: Sunlife. Making life brighter
A clearer expression of who we are
From our roots in life insurance, we have grown into a modern, global organization supporting Clients across health, wealth, insurance and asset management. Along the way, we have invested in digital capabilities, data and new ways of working to create experiences that are easier to navigate.
Our refreshed global brand reflects how we bring those strengths together. It gives us a more consistent way to show who we are, the breadth of what we offer and how the different parts of Sunlife work together to support Clients through more moments in their lives.
While how we show up is changing, our Purpose remains at the heart of Sunlife: helping Clients build lifetime financial security and lead healthier lives.
Making life brighter
Our new tagline, Making life brighter, captures the difference we want to make in people’s lives.
Whether someone is planning for retirement, managing their health, protecting the people they love, building a business, serving their employees or preparing for the future, they want a trusted partner who understands what matters and can help make the path ahead clearer.
That is what “Making life brighter” means for Sunlife. It is our commitment to help our Clients feel supported through important moments, more confident in the decisions they make and better prepared for what comes next.
It also represents an ambition that reaches across our global organization: to bring the full strength of Sunlife together around the needs of each Client and make it easier for them to get the support they need.
A new look. The same commitment.
While our brand is evolving, our commitment remains the same.
Clients will begin seeing our refreshed brand across Sunlife’s communications, digital experiences and other touchpoints.
The refreshed brand does not change the products, policies, benefits, investments or services Clients rely on. They will continue to receive support from the same advisors, representatives and Sunlife teams they know and trust.
This launch is an important milestone, but it is also part of a much larger story. As needs continue to change, Sunlife will keep evolving to meet them, building on the trust we have earned while creating simpler and more connected experiences for the future.
Sunlife. Making life brighter.
Learn more
Visit our brand page to explore our refreshed identity and learn more about what is changing and what remains the same.
For a deeper look at the launch, you can also view our global news releases announcing the refreshed brand and highlighting the insights that helped shape it.