sunpan

Along with that comes new team members and an adapting culture. The SUNPAN leadership team recognized they needed something to summarize what SUNPAN was and what the brand meant so that the entire organization was on the same page and represented a consistent brand image and message.

The deliverable? A brand DNA document, outlining the brand’s why, what, who, and how as they pertain to the company’s internal values, mission, and vision, as well as customer values, wants, and needs. 

We began with discovery and brand immersions, followed by qualitative stakeholder interviews and finalized with quantitative internal and external survey research. 

The focus was to add real-time customer and stakeholder data-informed precision to the brand foundation to grow sustainability and with consistent standards, language and requirements. 

One of the brand and consumer research discoveries was a value the team members knew about but really weren’t talking about, which has the potential to take SUNPAN to another level. Identifying this value overlap (between brand and consuemrs), and other key pillars, has allowed the entire SUNPAN team to rally around the company’s secondary values and new rallying cry: Home is at our heart. 

Additionally, Britton Marketing & Design Group helped SUNPAN craft brand expression strategies, including a refined voice and tone, actionable audience personas, along with visual identity and style recommendations to bring a more nuanced expression and communication for the brand.