Sun IP
Brand refresh / Website rebuild / UX design
Sun IP operates in the intellectual property sector. The challenge was not only to design a usable product and website, but also to refresh the brand and bring it to life across every touchpoint.I led the creative work across the end-to-end user journey, shaping the brand, user experience and digital experience across product, website, campaigns, social media and events.
The challenge
Sun IP had outgrown its existing brand and website. The business had rapidly grown from when it started out in 2016. The digital experience no longer reflected its cabaility or values, making it difficult for users to quickly understand the full value of Sun IP’s services. The site was hard to navigate, unclear in its messaging, and didn’t confidently guide people towards conversion.
The challenge was to refresh the brand and fully redesign the website rebuild— creating a clear, user-focused experience that made a complex IP offering easier to understand, while supporting stronger conversion and enquiry.
and scalability across digital touchpoints.
The Approach
I led the brand refresh, integrating it directly into a new digital experience. Rather than layering design over existing structure, the site was rethought from the ground up using user analytics and behavioural insight, addressing key pain points across the website.
The focus was on clarity, flow and trust. Content was simplified, navigation refined, and the user journey designed to move naturally from understanding and trust, to consideration to conversion.
The refreshed brand was applied with restraint, reinforcing clarity and trust without compromising usability or conversion.
The Result
The result was a confident, modern website that brings the refreshed Sun IP brand to life digitally. The new experience is clearer, easier to navigate and more intentional in how it guides users through the site.
Complex information is now presented in a more accessible way, conversion paths are clearer, and users are better supported in moving from first visit to enquiry. The site also provides a strong, scalable foundation for future growth across markets and services.