Overview
Lavendla is a funeral services and law firm launched in 2014. Lavendla has gone from a digital company, to become a full-scale omni channel concept. After recruiting a new CMO and a new CPO and due to the fact that they opened physical stores the brand had to evolve to meet the need in all channels.
I was brought in to create a new visual identity for Lavendla. The old identity did not reflect the vision and was in need of an update. Lavendla wanted to keep a lavender symbol and a purple colour representative of its strategy and already well-associated with the organization. The identity should reflect their mission: To make difficult and hard times easier.
To build a brand that brought to life Lavendla’s care for customers, we centered the new identity around a new promise- always take a customer perspective and adapt our offer to what each individual customer really wants. The new visual identity is warm, personal and engaging. A celebration to life and individuality. Our tone of voice should be helpful and flexible based on user’s likely emotional state. And for the images we wanted to show the real people behind the brand. I photographed our inhouse- and support team, lawyers, legal experts and our funeral directors. My illustrations were used to increase warmth even further.
A progressive feel, a warm human touch
and flexibility became the direction for
the look and feel of the brand. The flexible and thin continious line symbol in combination with the stabil, thrustworthy yet modern wordmark represents the company as a game-changer
in a traditional industry.
We’ve created a new visual identity while also developing new ways to represent our services. This has had consequences for almost every single touch point. We’ve made ads and banners, new social media content and animated movies. In the process I have set up a designsystem and a new design to the website was implemented. We’ve done a lot of print stuff too. Factual report, folders, business cards etc. We’ve even done cultural billboards in the center of Stockholm.
With the branch as the starting point I developed an updated graphic language entailing new image concept and illustration concept based on the the continuous line.
Head here for Lavendlas website.
Read the full report here:
https://issuu.com/lavendla/docs/lavendla_2020-rapporten_tankar_om_livets_slut
Together with Lavendlas CMO Dennis Rydgren and the amazing team at Ducktape Media, we created an animated video, explaining Lavendla's concept and how they approach their work.
Memorial pages
Lavendla’s Memorial pages is a place to celebrate the life of a loved one after they die. The memorial pages needed an update to make them more personal and with a warmer feel. At the same time we expanded and improved our service offering. The goal is to create a place for family and friends to honor and remember those who have passed away. You can share photos, videos, and stories of your loved one, but it is also a way for family and friends to communicate, share information and a way for relatives and friends to show their love and support. You can buy flowers for the ceremony and donate to charity in memory your loved one.
