Contemporary culture has seen a normalisation of comparison.
Compare The Market (another of our branding clients) has redefined the insurance sector, and dozens of others have followed in their wake.
Society is moving from a public that used to revere brands, to a world where a reverential mindset is being replaced by a referential approach to choosing products, organisations and services… the latest sector to see progress in this regard is Funerals.
Which is where the new brand, Beyond comes in…
Beyond started in 2015 — originally named Funeralbooker — born from the realisation that people who had suffered bereavement couldn’t search online and find accurate prices for a funeral.
Every funeral director had different pricing schemes and the language of the funeral industry was olde-worlde. There was also no easy way to find out whether a funeral director had a reputation for providing a good service or not.
While undoubtably a sensitive subject and sector, there is no reason why people should not have the opportunity to compare the considerable costs associated with the organisation of a funeral.
Research showed that while the public is quick to look for comparisons on cost for everything from cars to the weekly shop… when it comes to anything surrounding funerals, people tend to turn to their local Funeral Director without considering other options.
The team at Beyond believe there is a better way and has been on a mission to bring transparency to the funeral business.
Working out of a single London HQ, they have been signing up hundreds of independent funeral directors to the Beyond platform to provide accurate pricing and reviews by real customers.
Beyond is a digital brand. But it’s not only designed to appear on screens. There is a raft of print and large scale applications that need servicing by the brand operating system. so we created a smart suite of icons that auto-change based on the size of application. use small and they appear simple — use big and they take on more detail and shading to aid comprehension and add interest.
‘We are developing the Beyond platform to bring people helpful products such as funeral finance or pre-paid funeral plans, as well as expanding our help centre to ensure that people have access to the advice and support they might need.’ IAN STRANG, CEO, BEYOND.
An entirely new strategic brand world has been created by SomeOne for the business.
New naming better connects to a wider set of products and services, and the progressive new visual and verbal branding sings out against a sea of sameness in the sector.
No cliché sunsets, flowers, or doves… but a radical new design approach. One that supports, guides and reassures customers through the steps needed to make the right decisions. There are no tricks, just a smart guide ready to offer help when you need it.
The new visual and verbal branding, written and created at SomeOne, consists of a full operating system to support today’s services and tomorrow’s products.
And as you may have noticed, everything is led by a new mascot. A charming, respectful and friendly way to get across sensitive information from Beyond.
All brand assets are hosted on the CloudLines platform, enabling those deploying the brand nationwide to have seamless and always-up-to-date access to the full operating system.
Traditional brand communications in this sector are trapped in an echo chamber of faux respectability and tradition. Beyond is a contemporary brand for today and so we’ve designed a radical visual and verbal approach to open a new conversation around choice, services and price. THOMAS DABNER, SENIOR DESIGNER, SOMEONE.
'With so many bland brands in operation the need for a strong brand was clear. Beyond are bringing smart digital comparisons to a sorely neglected sector. Unusually, they have literally put their money alongside their convictions — and have made a winning start. The new strategy, name and branding we’ve developed together aims to help continue to forge a new path for those needing smart after-life advice and services.' SIMON MANCHIPP, FOUNDER, SOMEONE