Branding
Lelley Fields Crematorium
The heart of Holderness
The challenge
Lelley Fields Crematorium was a new build, putting a state of the art building into a rural location. There was a requirement for a brand identity, communications plan and marketing plan as well as marketing collateral for pre and post opening.
It was important that the crematorium was accessible to everyone, regardless of race, religion or beliefs and that it was seen as a positive addition to the area.
The solution
The branding is non-denominational with a spiritual tone. The font is modern but timeless and the leaf design is suggestive of both spring (new growth) and winter (end of life.)
The brand tone and style of voice focussed on honesty, so the language used is straightforward and avoids euphemisms. It led to the very honest and informative FAQ section.
The results
The brand is incorporated into all aspects of the crematorium, from the internal structure to the website and social media. It is in keeping with the location and the architectural style and is visible without dominating.
A 3D walkthrough takes online visitors through the building and grounds – this is especially useful for children, who can be shown what to expect at the service.
The website allows Funeral Directors to make direct bookings and gives everyone access to all the information they need to research and book a cremation or memorial.
The building won a national building award and has become an asset to the local area.
Anna Forgaard
Project management, marketing strategy, copywriting
Sarah Marshall
Project co-ordination
Del Cruft
Art direction, brand design, web development
Tom Arran
Photography
Mark Brooker
Virtual tour