Sun IP
Brand, Product & Digital Experience
Sun IP is a digital platform operating in the highly complex world of intellectual property. The challenge was not only to design a usable product and website, but to define and evolve the brand itself — ensuring clarity, confidence, and consistency across every touchpoint. I led the creative work end-to-end, shaping the brand, user experience, and digital expression across product, website, campaigns, social media, and events.
From the outset, the work was guided by a single principle:Design everything from the user’s point of view.
The challenge
Sun IP had outgrown its existing brand and website. The business had evolved, but the digital experience no longer reflected its credibility or scale. For new users, the site was hard to navigate, unclear in its messaging, and didn’t confidently guide people towards getting in touch.
The challenge was to refresh the brand and rebuild the website from scratch — 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
The refreshed brand was woven through the experience in a way that supported usability rather than distracting from it.structure to both the product experience and the brand — without stripping away credibility or depth.
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.