Compassion in Dying
Industry
Not-for-Profit
What we did
Brand Strategy, Visual Identity, Verbal Identity, Brand Activation
Collaborators
Brand Dufour
Challenge
Compassion in Dying is a UK charity focused on normalising conversations about death and using insights to drive changes in the healthcare system so people’s end-of-life decisions are heard, understood and respected when it matters most.
However, their existing brand needed to be much more engaging and relatable to encourage people to have open conversations about death.
Strategy
A new purpose (we want people to be in control of their end-of-life decisions, because there is no one better to make them) and personality (end of life pioneer) provides them with the perfect platform to amplify people’s voices, shift attitudes and put people in control of their end-of-life decisions.
Brand system
The new identity features a vibrant and people-centric design, prioritising clear, accessible information and personal stories. It focuses on normalising conversations about death through warm, person-focused imagery and a new, accessible website. The new brand is designed to be more engaging and relatable to encourage people to have open conversations about death.
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