Sensitive Branding and Clear Communication for Twilight
Posted by: REFORM Creative Limited
Date added: Tue 14 Mar 2017
This business, owned by Barry Williams, is focussed on will-writing, prepaid funeral arrangements and estates planning. The brief was to create something distinctive but accessible, which would encourage Barry’s target audience – the over-50s – to look carefully at their own financial planning for the future, and beyond the issue of death itself.
Sensitivity and Boldness
“Barry’s area of business is not an easy one to promote. It’s about getting the tone just right,” observes Paul Heaton, Director of Reform Creative. “At the same time, if you only communicate in over-familiar euphemisms you can make the whole thing seem flimsy and insubstantial.”
When working on Barry’s web content and printed brochure, Reform worked diligently on finding the right tone of voice, capturing Barry’s own personality that combines approachability with expertise.
“Plenty of people are still dying intestate,” Paul explains, “which means the state gets a bigger chunk of their legacy, as opposed to their loved ones. Barry’s services address this issue, so we needed to focus as much on how it was about sound financial planning as it was to do with funerals and wills.”
The Right Branding
Estates planning can appear very dry, and, to an extent, evasive – wandering off the point by being too sensitive. Reform wanted to have something different for Barry’s business.
“We were looking for something that captured the mood and the ethos of Twilight Later Life Planning, providing clarity without stretching the point,” Paul explains.
The image Reform has chosen is of an empty bench at sunset. It sounds very simple, but it works.
“The sense of absence, but in a context of natural beauty, is a great visual representation of what Twilight is about,” Paul states. “It evokes up a mood of resignation alleviated by hope, looking out over the horizon to the future.”
It is this sense of both an ending and a beginning that Barry is keen to stress in his business, that he offers financial solutions for people when their lives finish so that the people they know who are still living are taken care of.
“Good design is where the image and the text work with one another, and where, at a glance, you can get a sense of a brand’s values. I think this is what we’ve achieved with Twilight Later Life Planning.”
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