Earth Funerals Reveals New Brand Identity And Digital Platform Via VMLY&R Melbourne

Not- for-profit organisation, Earth Funerals, has unveiled its new brand identity and launched its new website, via VMLY&R Melbourne.
Spearheaded by a distinctive new logo, inspired by the earth, sustainability and climate change, the new brand identity brings to life Earth Funeral’s vision to provide more environmentally friendly and more meaningful funeral options to Australians.
Sarah Bailey, Managing Partner, VMLY&R Melbourne said her team, although initially unfamiliar with the concept of environmentally-conscious funerals quickly saw the tremendous value the Earth Funerals’ team could provide to Australians in what is a difficult and disorienting time.
“The topic may be considered taboo in some circles,” said Bailey. “However, my team very quickly wanted to be a part of the funeral revolution and drive real change in this category.
“The first thing we did was create a new identity for the Earth Funerals brand, which was vitally important from a credibility perspective to signal the organisation’s environmental credentials and overall intent to market.
“The website UX, design and content was critical as a destination for fundraising. High net worth individuals with a passion for environmental investment will use the website to understand more about Earth Funerals and to enquire about making a donation. Therefore it needed to contain key information while at the same time inspire people that their money will contribute to establishing a sustainable funeral industry of the future.”
This new visual identity is applied to all collateral and will eventually be seen across a range of platforms; it was also the starting point for the website design. The launch of Phase 1 of the digital platform will be closely followed by an updated website, targeting consumers, which will launch in mid-2021.
Jon Kenyon, Managing Partner Melbourne added: “From a brand identity and campaign perspective we’ve disrupted all category conventions by moving away from people-based imagery and using instead natural imagery that celebrates the environment.
“The launch of the new website is a vital step forward to attracting donors to invest in a sustainable future for end of life experiences. As the most visited digital touchpoint www.earthfunerals.org acts as the digital front door for potential investors and with the launch of Phase 2 will ultimately provide interested consumers with a connected, personalised customer experience,” he concluded.
Kevin Hartley, Founder and Director of Earth Funerals said his organisation is on a mission to shake up the end of life category by providing environmentally friendly funerals, something that has never been on offer in Australia, and is only just starting to gain traction around the world.
Hartley said: “Earth Funerals has a completely different proposition than other players in the funerals category. We are environmentally motivated, but we also aim to simplify the process for individuals and their grieving families and provide good value-for-money solutions.
“We are very excited about the new brand identity and digital experience that VMLY&R has created and we look forward to working with the team and launching Phase 2 next year.”
VMLY&R’s remit for Earth Funerals will continue to expand and will include development of an integrated social media campaign and PR strategy plus the launch of the consumer website next year.
Credits
Sarah Bailey Managing Partner
Jon Kenyon Managing Partner
Jake Barrow Executive Creative Director
Josh Swingler Digital Strategist
Paul Vayanos UX Designer
Lewis Brown Designer
Megan Riley Copywriter
Michelle See-Tho Copywriter
Gabriel Montalban Project Manager
Alanna Jordon Digital Producer
Alex Case Developer
Latest News

Social Media: Does Its Value Equal The Hype?
In his first post for 2021, B&T regular Robert Strohfeldt points his magnifying glass at digital media’s hype and argues it’s possibly not cracked up to all it purports to be… In the past few months, I have seen many CVs of young graduates seeking a career in marketing and/or advertising. I could fool myself […]

Melbourne’s Fed Square Unveils New Brand Identity ‘Anything But Square’ Via Interbrand
B&T's stopping short of calling Fed Square ugly, but we're betting it'd have a tough time getting Tinder dates.

Barbie Is Bisexual? Apparently, According To Twitter
News out today that Barbie is possibly bisexual. Meanwhile the rumours dogging Ken also refuse to go away.

TikTok Unveils Second Australian Brand Campaign
TikTok's not just for nine-year-olds and adults with a bizarre unicorn hobby says latest brand campaign.

Google Delivers Australian Businesses And Consumers $53B In Benefits: Report
Google Australia releases latest report in charm offensive apparently unaware we'd all use it regardless.

Integrated Marketing Agency, McCorkell, Wins Spot In Global Rainfocus Partner Program
B2B marketing agency McCorkell has announced that it has been appointed an official Asia-Pacific partner of RainFocus, the next-generation event marketing and management platform. The collaboration will see both companies come together to shake up the end-to-end event service model across APJ. “As the only true integrated event marketing and management platform servicing everything from […]

Domino’s Launches Five New Chicken Products “Worth Crossing The Road For”
Domino's unveils new chicken range. Not that you care given your new year/new you fitness campaign, however.

Plant-Based Brand Oatly Releases Witty Guides, Controversial TV Ad To ‘Help Dads Quit Dairy’
It's rare you hear the words "vegan" and "sense of humour" in the same sentence but apparently it's happening here.

Fitness Guru Joe Wicks Unleashes Mega Fart In Front Of 800,000 Online Fans
Do you drop bodily functions so awesome they simply have to be heard by the entire room? You'll empathise with Joe here.

Radio Station 927 Returns To GfK Survey In 2021
Making slightly more work for B&T's radio reporter, Victoria's 927 has decided it wants back in on the ratings numbers.

Lars Lehne Appointed As Group CEO Of Incubeta
Lars Lehne named as group CEO of Incubeta and who is not to be mistaken with Superman's nemesis Lex Luthor.

Google Data Reveals World’s Most Popular Takeaways; Chinese Tops For Aussies
New study reveals the world's favourite takeaways and it appears bad news for lovers of the haggis and the pangolin.

Entertainment Appoints FutureBrand Australia To Lead Brand Transformation
FutureBrand starts the new year with a new client win. Which arguably means a client loss for another agency somewhere.

Nine Announces Mega MAFS Reunion Special
Further evidence that truly awful people somehow make good reality television comes news of a pending MAFS reunion.

Established Brands Join Forces To Launch New Comparison And Advice Hub, Compare Club
New comparison site Compare Club unveiled amid concerns the name's possibly a little on the predictable side.

2020 Sees Over 80% Of Aussies Turn To SVOD
Clearly ignoring mum's veiled threats that too much telly gives you square eyes, Aussies' SVOD viewing soars.

Reports: Lebron James Leaves Coke, Set To Back New-Look Mountain Dew
Lebron to quit Coke for rival Mountain Dew. B&T strongly suspects there was a large cheque in there somewhere, too.

MKTG Australia Unveils New Leadership Team
MKTG Australia apparently on the lookout for slightly larger boardroom table after unveiling new leadership team.

Get A Wriggle On! Entries Are Open For B&T’s Women Leading Tech Awards
Surely B&T's Women Leading Tech entries should include some difficult to fathom algorithm to decipher, but it doesn't.

SpotX Joins The Trade Desk’s Unified ID 2.0 Initiative
Turned off by this slightly techy headline? Well, get set to be really bamboozled by the overly techy body copy.

Triple J’s Hottest 100: Only A Few Hundred Votes Separate First And Second Place!
Hottest 100 top songs of the year are neck and neck. B&T editor still working out who G Flip and Mallrat are.

Some Funny Bugger Has Stolen Pauline Hanson’s Website And Redirected It To The Refugee Council
It's a safe bet to assume "I don't like it" was uttered a few times up in Queensland this morning.

LinkedIn Launches Jobs Bootcamp To Make “2021 The Year Of Your Career”
B&T's hoping Uber Eats or Diageo will be the next company to launch an all-day Bootcamp.

WhatsApp Takes Out Full-Page Newspaper Ad To Address Privacy Concerns
After spending the last decade sending newspapers broke, Zuckerberg finally decides to throw them a bone with these ads.

Hailey Bieber, Kendall Jenner & Precious Lee Front Latest Versace Campaign
B&T's editor is more of a Lowes than Versace man, but he has been known to sport a colourful kaftan from time to time.

Greg ‘Blewey’ Blewett To Join Bernie And Jars For The Drive Home On Adelaide’s 104.7 Triple M
Adelaide's prodigal son is returning to the airwaves. Greg Blewett that is, not Guy Sebastian.

Lotame Extends New Cookieless ID Solution With Magnite, Sovrn, Eyeota And Advance Local Integrations
Dissapointingly, Lotame not rolling up sleeves and baking double choc cookies, as featured image would suggest.

Landor Australia Rebrands Women’s Tennis Association
Women's Tennis Association undergoes first rebrand in a decade, and not one tennis racket was thrown in a tantrum.

Collingwood Women’s Football Team Partners With AIA Australia
Collingwood women’s football team partners With AIA Australia. B&T hears it was a beautiful ceremony.

“Focus On Paying For Original Content”: Treasurer Slams Google’s Move To Block News Stories
Not one but two stories about Aussie politicians today. No, you're not reading The Guardian.