In this project we were to re-brand an existing brand and to give it a new light. My re-brand is Barney Raymond Funeral Parlour which is located next to the Borella Cemetery. After giving out the brand at first I didn’t quite understood what I was supposed to do but after a critic I understood what supposed to be done was. I did broad research on the history of the Raymond family, on funeral parlours, icons that are common in cemeteries and in traditional funeral rituals and so on and do forth and got alt of information. After I did the brandscape of the funeral palour I got an idea on what should the parlour look like and what kind of concept what I should search for. I then researched on what funeral parlours needed like a change of atmosphere and a fresh and new start. While I was doing my research I came upon the poem of John Keats “ To Autumn” which has the tied themes of nature, and time as well as autumn itself and as I read the poem I finally found what I was looking for . The solid concept of autumn and its meanings such as the passing of time, embracing change, the beauty and sadness of nature and the overall meaning of the circle of life and that life actually never end. Along with the concept I wanted to highlight the rich history of Barney Raymond and their qualification as funeral directors and certified embalmers and give the praise and worth that it needed. After the broad sketching of what I thought of death , icons , quotations , myths and fairy tales, abstract art I finally chose the logo of the leaves floating sketch I did and began to render it.  My main aim is to let the logo speak for itself by conveying message of circle of life. As my brand re-position takes place I worked hard to make the current Barney Raymond funeral parlour logo unique and meaningful from their competitions. As for the collateral pieces I thought of making a business information card which will be available in the funeral parlour alongside the sympathy cards specially made in Barney Raymond. As for the digital components since my target audience is the middle class and higher class families and young adults who have lost a loved one I re-made the current Barney Raymond website according to my re-positioning and made an Instagram ­­Page for the funeral parlour which posts daily quotations.