Dying Matters
Making end-of-life planning feel human, clear, and doable.
We partnered with Dying Matters to turn a hard topic into a human, actionable brand—normalising end-of-life planning as an act of love, not fear. Built around step-by-step tools and real support, we created a flexible brand system that communicates clarity, compassion and confidence, then rolled it out across the website and communications.
Brand Strategy
Visual Identity
Brand Collateral
Website
Death and branding don’t often meet — and that was the challenge. Lean too soft and it risked feeling vague or cliché, lean too practical and it could lose the humanity. The goal was to create a brand that was clear and reassuring, without tipping into being clinical or overly sentimental.
Many competitors leaned into dark imagery and overly empathetic language, but Dying Matters needed to feel different. We set out to build a brand that was compassionate and empowering — inviting people into the conversation rather than shutting them down.
We used close-up nature photography to keep the brand grounded, inclusive, and calming. These details mirror end-of-life planning: small, thoughtful steps that bring comfort and clarity. Soft light, organic textures, and clear photography made complex information easy to digest while keeping the tone warm and human. Approachable messaging reframed planning as an act of love, not fear.
The result is a brand bold enough to spark attention, compassionate enough to build trust, and flexible enough to live across digital, print, and community spaces.
