CREATIVE STRATEGY & BRANDING - PROJECT LENGTH: ONGOING
Understanding Dying
Client Context & Objectives
The team behind Understanding Dying approached us with a complex challenge: how to create a sensitive, yet impactful brand and a platform designed to navigate the emotional complexities of death and end-of-life care. At the time, the client needed a brand that would resonate with both families and healthcare professionals, empowering them to have more open, compassionate conversations about death. Through research, interviews, and landscape analysis, our goal was to define a brand that would establish trust, foster understanding, and encourage meaningful conversations around end-of-life issues, with the long-term goal of helping users face this difficult subject with clarity and compassion.
My Involvement
As the lead designer for this project, I collaborated closely with Anna Koch, a fellow designer at Emergence Creative, to develop a cohesive brand identity. Our approach began with extensive research and interviews, including landscape analysis to understand the emotional nuances of the subject matter. We also explored user needs and sensitivities surrounding death, ensuring that the design would not only be visually appealing but also emotionally appropriate and supportive. The project required a delicate balance between sensitivity and clarity, which informed our design decisions every step of the way.
The Design Process
At this stage, I relied on support from the design team to help develop the research and workshop outputs into a brand. With Anna Koch’s help, we crafted a brandbook that would serve as the foundation for Understanding Dying’s visual and emotional identity. We developed a logo, typography, color palette, and imagery guidelines that evoked a sense of peace and trust while remaining modern and approachable. In addition to the brandbook, there are also templates and mockups for various digital touchpoints, ensuring a seamless and compassionate user experience.
Later, we worked alongside Willowtree, who brought our designs to life through a high-fidelity prototype. In collaboration with Willowtree, we also helped strategize the user journeys and developed sample content that aligned with the platform’s mission of promoting open and supportive end-of-life conversations.
MOCKUPS: STATIONARY
MOCKUPS: MERCH
Outcome
The resulting brand identity is both calming and empowering, providing a sense of comfort for users who may be experiencing one of life’s most challenging moments. By focusing on clear communication, emotional resonance, and accessibility, we created a brand that supports Understanding Dying’s mission to foster better conversations about death. As the project continues to evolve, we are now collaborating with a videographer to produce a pitch video that will further help convey the platform’s purpose and impact. This ongoing work is integral to shaping the next phase of the product, ensuring it reaches and resonates with those who need it most.