Chances are, you don’t sit around talking about funeral planning. While it’s important, it’s not exactly coffee-talk chatter. That’s the challenge we faced with Dignity Memorial, a multi-billion dollar company and North America’s largest network of funeral homes and cemeteries. We revitalized their brand starting with their mission, vision, values and internal culture. Then we developed the overall brand strategy, identity, internal and external communications. Working together, we made funeral planning topical by making the tone celebratory, not maudlin. In a process that took over two years, we opened the doors of communication, broke barriers, drove sales, and created a lasting brand.