Case Study
How Alternatives rebranded to align with their values and drive sustained growth and brand awareness
Project snapshot
About
Alternatives Funeral & Cremation Services is a family-first provider offering simple, transparent, and compassionate end-of-life services across the Fraser Valley. With a focus on accessibility, clarity, and care, their team supports families through one of life’s most difficult moments with guidance, empathy, and steady support.
Industry
Timeline
Ongoing partnership
Engagement Type
Primary objective
Alternatives needed a stronger brand and strategic direction to clarify their positioning and stand out through a more visible, differentiated presence that better reflects their warmth and approach.
Key Outcomes
- A rebrand that elevated perception while staying grounded, human, and approachable
- A consistent visual and verbal system applied across all marketing touchpoints
- A long-term, strategy-led marketing roadmap aligned to growth and market share goals
- Increased brand visibility through coordinated rollout, campaigns, and community presence
The TLDR
Alternatives had built a strong reputation through care and service, but their brand and marketing didn’t fully reflect that experience. In an industry where awareness and trust take time to build, they needed a more intentional, consistent approach to showing up in the market and supporting long-term growth.
The Challenge
As Alternatives entered a new phase of growth under new ownership, their brand, messaging, and marketing systems weren’t yet aligned to support this vision or differentiate them in a sensitive category.
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Families often only discover providers in moments of need, leading to missed opportunities and feedback like “we wish we had known about you sooner.”
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While efforts existed across radio, print, and early digital channels, there was no cohesive system guiding how the brand showed up or evolved over time.
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Pre-planning services represent a key area of growth, with an opportunity to further clarify messaging and guide customers more confidently through next steps.
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As the team restructured and expanded, they needed clearer processes, stronger marketing alignment, and a strategic partner to help guide decision-making and maintain momentum.
The STrategy
Our approach combined rebrand with ongoing strategic consulting, ensuring Alternatives had both the foundation and the forward momentum needed to grow intentionally and consistently over time.
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We evolved the brand to better reflect the warmth, care, and clarity Alternatives is known for, creating a visual and verbal identity that feels grounded, approachable, and deeply personal.
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From print materials to digital ads and social media, we built a cohesive system that ensures the brand shows up clearly and consistently across every interaction.
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Through ongoing consulting, we provide direction, accountability, and clarity, helping the team stay focused on incremental progress and long-term growth.
The Outcome
Alternatives now has a cohesive brand and a clear, strategic path forward, supported by consistent execution and a stronger presence across key marketing channels.
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The new digital experience meets modern accessibility standards across the site.
project outcome
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Rebrand
A modern evolution of their brand to elevate the overall brand feel
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Refreshed Website Design
simplifying the user experience
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Cohesive Social Templates
social content connecting with their audience and growing their reach
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Custom photography
Photography centred around warmth and care
In the client’s words
Our key decisions and rationale
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Rather than following the cold, corporate norms of the funeral industry, the brand was intentionally positioned to feel deeply personal, warm, and approachable. We softened the visual identity by replacing harsh black with a calming “Midnight,” paired with “Cream” and “Eucalyptus,” to offer families a grounded, steady presence.
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Simplifying how “pre-need” services are communicated was key to increasing understanding without overwhelming families. We anchored the brand’s verbal identity with supportive taglines like “A steady way through” and “With you, every step of the way” to emphasize taking the time to listen and offering guidance in a completely no-pressure environment.
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Because families often only discover funeral providers in moments of immediate need, the strategy prioritized long-term trust and recognition over quick ROI. We developed cohesive retargeting campaigns and a free Will Planning Guide to gently encourage pre-planning, giving families the space to explore their options comfortably at their own pace.
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The approach emphasized steady, ongoing progress rather than one-off, disjointed campaigns. This long-term, strategy-led roadmap perfectly aligns with the client’s overarching vision to raise the standard of care within their profession and support their expansion across the Lower Mainland, Fraser Valley, and Saskatchewan.
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Exceptional external service requires a strong internal foundation. By establishing comprehensive brand guidelines, covering everything from tone of voice to accessible typography and people-focused imagery, we ensured the growing team was fully aligned to provide a consistent, supportive experience across all touchpoints.
Next Steps
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