Guiding Principles


Everything we do is guided by a set of principles that define our character and culture; they have been at the core of Sunset since its inception. These enduring qualities are the shared convictions that we bring to our professional and personal conduct – they are a fundamental strength of our business. At Sunset, we are committed to doing business in a way that benefits our clients, employees and shareholders, and has a positive impact on our stakeholders and the communities in which we operate around the world. We see these goals as complementary, not mutually exclusive. Our business approach is grounded in the belief that we do the most good by doing what we are good at — developing market-based solutions that enable our clients to meet their strategic goals.

  • Integrity: To ensure all operations are conducted with the highest ethical standards
  • Innovation: To remain open to new ideas, methods, and technologies which facilitate long-term success
  • Resourcefulness: To cultivate a spirit of enterprise and self-reliance
  • Strategic Discipline: To never lose sight of our long-term objectives
  • Community Respect: To be a positive force for all stakeholders in the communities in which we operate
  • Perseverance: To commit to completing objectives

Sunset Capital Assets is a values driven business. Keeping a strong moral compass isn’t just good for our conscience, it’s good for business!