Cypress Pointe Cremation

Affordable Cremation Experts

The Objective

Rename and refresh an existing, single cremation business into a national franchise opportunity.

The Approach

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.

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“If you can brand a cremation business, you can brand anything.”

David Kendall, Senior Art Director

Messaging Map Sketch

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Initial Identity Options

cypress-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.

cypress-logo-mockups

Chosen Concepts

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.

Franchising

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.

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“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

Conclusion

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.

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