Reimagining Death


The market of end of life planning tools is rife with legal mazes, paved with anxiety and managed by grey, ill-fit- suits. Wills, death, life insurance, estate planning, lawyers, fear, more death, rinse repeat.

What we did

We believed the category itself was broken, and that by implementing a new name would begin the process of repositioning death itself. From birth onwards our lives are punctuated with points of celebration, while death isn’t one. But what if we viewed death—in all its complexity and sadness—as an equal celebration of life's great moments? To do so we borrowed a mnemonic heavily associated with celebration—a cake —and used it as the crown of our execution in tackling this taboo head on. Using the product itself, is as easy as cake.


Brand Positioning
Marketing Strategy
Channel Strategy
Logo Design
Site Design
Brand Asset Design
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