Washington Funeral Home struggled to gain visibility in a gridlocked, small-town market. It was competing against longstanding funeral homes who own large percentages of the market share. They could not breakthrough and create their own voice in this crowded market.

Story Development

Brand Identity

Brand Strategy

Content Strategy

The old brand fell into the same sea of sameness most funeral homes do. No progressive identity to stand out with archaic web designs and strategy. It did just enough to exist.

Goal was to focus on storytelling and strategy, and let the rest of the identity handle itself from there. Our biggest storytelling angles were Transparency and Solidarity—the brand promised zero hidden fees and stood with grieving families, not take advantage of them. This put the brand right into the Caregiver archetype with a brand position that encouraged its audience to live a life worth celebrating and write their names on hearts, not tombstones.

These discoveries fueled the creative direction of the brand's identity and new video content series, Inside.