Sun Life: “Getting There” Brochure
A subway-themed training brochure that visualized the sales process.
Sun Life Financial, a leading international financial services company, needed a new training tool to help its sales staff explain a complex product offering, the path to lifetime financial security, in a way that felt approachable rather than overwhelming.
I designed a Z-fold brochure built around a subway-map metaphor, with each major retirement milestone represented as a stop along the line, and the fold structure itself mirroring a transit map’s branching routes. The format let sales staff walk clients through the “route” to retirement step by step, rather than presenting the product offering as one dense block of information.
Result: The brochure became a core training tool for Sun Life’s sales team and was well received as an easier way to explain a complex journey to clients. One employee even posted a fully unfolded copy on the wall at Sun Life’s office, where it became both a practical reference and a decorative piece.
