Death Had an Image Problem

Service Corporation International

// Dignity Memorial Brand Refresh + Realignment // Program


Update the brand identity for Dignity Memorial, North America’s largest network of funeral, cremation and cemetery service providers.


Pre-need and at-need communications. Regional and cultural distinctions. 1,600 locations, many with established names and well-known local identities decades in the making.

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.