When dealing with the hars reality of losing a loved one, a customer is looking for a undertaker with a toned down visual identity. They are looking for someone that they can trust and will comfort them but is also a right match with the family and offers the services that match the one who’s passed away. Therefor it was really important in the process of creating a visual identity for an undertaker to still understand and define their brand personality and well as their profession to find the perfect balance.