Cypress Pointe Cremation
We’re not your typical funeral home.
Rename and refresh an existing, single cremation business into a national franchise opportunity.
The new operation was in need of a unique and memorable name that differentiated the new enterprise, something that could be trademarked and have a corresponding URL for the website. After a legal search of 50+ names, Cypress Pointe Cremation was selected. Through our naming process, we discovered that branches from the Cypress tree as well as a mourning shroud called a Cypress have historical connections to the funeral industry.
What began as a simple identity project to rebrand an existing cremation business, evolved into a full-fledged national franchising and marketing engagement.
“If you can brand a cremation business, you can brand anything.”
David Kendall, Senior Art Director
+ Messaging Map Sketch
+ Initial Identity Options
+ Logo Concepts
Logo concept creative process explored both the sybolic and literal depiction of trees. A secondary theme (cremation) was explored but not pursued. The strongest of each tree depiction was selected for initial extension to color and treatments. A copy of the logo exploration work is below.
+ Chosen Concept
The Cypress Point Cremation monogram stands for simple, dignified and affordable cremation. The combined letters form a leaf symbolic of hope, renewal, revival, love and compassion.
We partnered with the Franchise Development Group to provide all the necessary legal work within a 200-page Financial Disclosure Document. We designed a companion investor sales deck and a B2B website – including PR content marketing strategy and blog – that positioned the business opportunity within the rapidly evolving death care industry. For a potential franchisee, the time to act was now. The use of cremation as opposed to the traditional funeral was reaching a tipping point, with cremations anticipated to become the preferred funeral choice by 2020.
“Wow. Looks like we have a lot of work ahead of us. But that is to be expected. I’m happy you are throwing things at me that I would never have been aware of without your services. I am confident that I have the best team at my disposal to make this vision a reality.”
JOE KALMER, OWNER/DIRECTOR
CYPRESS POINTE CREMATION
The existing cremation business was rebranded as Cypress Pointe Cremation. This would become the flagship location and proof-of-concept as to what a franchise would be. A B2C website was designed as well as all consumer-facing marketing materials. The intent was to make the process of marketing and running the franchise business a 100% turnkey process. This ensured consistency in the brand messaging and communication tactics for all new franchises.
Naming | Identity | Marketing Materials | Brand Positioning | Messaging | B2B Website | Investor Sales Deck | PR | Content Marketing Strategy