InvoCare, an Asia-Pacific. ASX listed company, owns and operates funeral homes, cemeteries and crematoria in Australia, New Zealand and Singapore. It is a very conservative industry, requiring a specialised understanding. At the time of working with them, the business underwent a series of major changes. Initially owned by the US baed SCI it was then sold to a consortium of investors led by Macquarie Bank before being publicly listed.
A vast array of marketing materials including corporate brochures, regular newsletters, awards night and advertising were developed. A series of websites connecting the corporate entity with each of the brands were also developed.
One example of a major project was the branding of the businesses cemeteries and crematoria. People choose a cemetery/crematoria based on recommendation. They do not ‘shop around’ at a time of grief so the key marketing messages need to sensitively connect with an audience.
A strategy was developed that recommended the renaming of all the locations as Memorial Parks (cemeteries) and Memorial Gardens (crematoria).
A logo was designed to badge all the different locations, inspired by the elements of nature – sun, water and flora. Photography was commissioned to showcase the natural beauty and tranquillity of the gardens, which was used to develop a series of brochures focussing on the beauty of the Parks and Gardens.