Death and Dignity Had an Image Problem


Service Corporation International

// Dignity Memorial Brand Refresh + Realignment // Program


You sell a product no one wants to buy. You do so through more than 1,600 providers, many with long-established local identities and reputations. You are tasked with unifying the brand and messaging across all of North America.


Dignity Memorial, the largest network of funeral, cremation and cemetery services in North America, served so many distinct communities—both geographic and cultural—that unifying the brand proved an ongoing challenge.

Origin began with a brand diagram to establish the relationships between various service lines and entities. We refreshed the identity, from color palette to copy style to photography, and then applied the evolved stylization to targeted brochures and marketing materials, trade show booth graphics, the website and video presentations.