Death is a sensitive topic to talk about, which is why the funeral sector doesn’t see much progress. Luckily, this is where online funeral service company Beyond, formerly known as Funeralbooker, has stepped in to redefine the ‘stale’ industry.
With the help of design studio SomeOne, the brand recently went through a rebranding process, shrouding itself in a new visual identity that positively disrupts the sector while providing consumers with transparency when planning a funeral.
According to the award-winning agency, people usually compare costs on almost everything; from cars to phones, from clothes to groceries. But when it comes to booking the ‘one last goodbye’, consumers’ first choice is very often their local funeral director, who they hire without considering other options.
Of course, these are hard times, and some may think that this is not the right moment to look for a good deal. But would you be willing to proceed with a director that doesn’t have at least one recommendation? Would you be ready to hire a company that doesn’t have a good reputation? Well, you don’t have to think about these questions anymore thanks to Beyond’s services to offer cheaper prices and a more transparent process when going through the loss of your loved ones.
To establish a stronger connection with the audience, the London-based studio created a mascot who took the form of a bearded man with a light color palette and warm, simple shades. Giving life to such a character means that the company has given up on the industry’s cliché designs such as sunsets, flowers, or doves. By adopting a simple visual identity, Beyond manages to reach customers’ hearts easily, while convincing the bereaved of their high-quality services at the same time.
Ian Strans, CEO, Beyond explained that the company is trying to bring helpful products to people who are going through such a hard time. Funeral finance or pre-paid funeral plans, as well as expanding the brand’s help center are amongst the criteria that define the business, and ensure that “people have access to the advice and support they might need.”
“Traditional brand communications in this sector are trapped in an echo chamber of faux respectability and tradition. Beyond is a contemporary brand for today and so we’ve designed a radical visual and verbal approach to open a new conversation around choice, services, and price,” adds Thomas Dabner, Senior Designer, SomeOne.
It’s about time to go beyond clichés and stereotypes and expand horizons in terms of burial services. “The new strategy, name, and branding we’ve developed together aim to help continue to forge a new path for those needing smart after-life advice and services,” concludes Simon Manchipp, Founder, SomeOne. And we could not agree more.