Dillamore Funeral Service

A sensitive and caring rebrand for an independent, family-run business.

Dillamore Funeral Service has been based in Leighton Buzzard for 100 years. During this period, their brand has constantly evolved but they felt their current look and feel was outdated and not a true reflection of where the business is now.

We have worked with Dillamore on previous projects and were delighted that they chose MSGD to be an integral part of their rebrand and strategy project to help achieve their goals of how they want to be perceived by their customers moving forward.

Understanding the brand and the business’ needs.

Many of Dillamore’s team have been there for several years so it was important they were a big part of the project; nobody knows the day-to-day running of the business like they do, particularly Managing Director, Richard, who’s been at Dillamore for over 50 years! We carried out a discovery session in order to unearth as much information as possible, specifically targeting Dillamore’s business goals, target audience and brand attributes.

From the discovery session, our creative team started to develop ideas for the brand look and feel, whilst our digital team performed specific research activities including keyword research, competitor analysis and a technical audit on their existing website. A new website structure was crafted from the results of this analysis to ensure they had a great foundation to build upon.

A new logo and brand collateral to celebrate Dillamore’s roots.

Dillamore was founded in 1923, during the Art Deco movement of the 20’s. We wanted to bring an element of this into the design to show Dillamore’s heritage, so we crafted two main features of the logo that nodded towards this. The first being the ‘D’ monogram, which is a simple logo that will be used as a standalone icon or combined with the main Dillamore logo. The second was the wordmark logo of “Dillamore” crafted using Josefin Sans, which takes its main inspiration from the design of Rudolf Koch’s “Kabel” (1927), Rudolf Wolf’s “Memphis” (1930) and Paul Renner’s “Futura” (1927) typefaces of the same era.

We stepped away from the green colour palette and introduced a warm blue along with off-whites and pastels to emphasise the warming, caring nature of the business. The use of bronze in both flat colour and hot foil helped bring through the traditional side of the business, again, feeling much warmer than gold or silver that’s typically used within this industry.

Finding the right imagery.

Photography was always going to be the hardest part of this project. You can’t ask someone to photograph their loved one’s funeral, likewise, the use of stock images are often too cold and impersonal. We put forward the concept of using watercolour paintings of funeral scenes and local landmarks to help portray the right message in a softer tone, which was received with extremely positive reviews.

Our illustrator captured the subjects perfectly, using the off-whites and pastel tones to tie in to the rest of the website. By using watercolour imagery, it took away the harshness of the topic but still made it relatable to the viewer. Nothing feels too real, but is clearly funeral related. This style of imagery completely transformed the project and makes Dillamore stand out from their competitors.

Becoming an authoritative figure within their sector.

The two main goals of the website were to encourage customers to arrange a funeral or to take out a pre-paid funeral plan. Of course, there was a lot more to it than just that, as the site needed to provide a caring tone and and simple user experience to help walk people through the process during a difficult time. We utilised clear call-to-actions to help guide the customer through the next steps of their funeral plans.

A booking system was integrated with their back-office systems to allow customers to have the peace-of-mind knowing that their appointment has been made and confirmed no matter what time of the day they do it – it’s just one less thing for them to worry about. Along with advice pages and the notices and donations pages, Dillamore has become an authoritative figure online within their sector, gaining the customers trust from the very first point of contact.

Building a focused SEO strategy.

Moving on from the foundational SEO we carried out at the start of the project, the digital marketing team at MSGD is now building an SEO and content creation strategy with Dillamore.

Continual tracking and reporting over the next few months will give us further insight into the success of the brand, however, the initial feedback has been overwhelmingly positive. We look forward to seeing how the site develops inline with our strategy and updating you with further results later down the line.

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Cannon Williamson


Celebrating 25th Anniversary in style with a brand refresh.