Intro: With the next generation gearing up to take over the reins at Arthur E. Davey & Sons Funeral Directors, a changing market landscape and new competition popping up locally, the family decided it was the perfect time to review their business proposition and visual identity.
As the Daveys had been serving the community of Nailsea and its surrounding areas for more than 70 years, there was a lot of history to catch up with. And having never explored the funeral industry, there was also much to learn. Surprisingly, my first discovery was that funeral directors are generally lovely, upbeat people (with a great sense of humour)!
Once I had got up to speed with all things funerals past and present, I undertook a top-to-toe company ‘brand audit’.
In short, the insights gained from the research and brand audit confirmed it was time for change, and the family agreed to a total ‘brand refresh’.
Working closely with them, I identified and established a new ‘heritage brand proposition’, its mission and values. Following a tweak to the company name, I created an updated brand narrative and accompanying visual identity – one that married tradition and family values with the modern requirements of today with people and the community at its heart.
I delivered: research / brand audit / brand position / brand mission and values / brand tone of voice / copy writing / brand visual identity / marketing communication design for print and digital / website design / art direction / photography / print + production management.