Case Study: Direct Funeral Services achieves stronger brand positioning with &Larry

Direct Funeral Services improves market share by 2% with &Larry

The funeral services provider Direct Funeral Services faced increasing competition from imitators who had co-opted its messaging, making it difficult to differentiate its brand. The company engaged the vendor &Larry to undertake a rebranding initiative to reclaim its authenticity and find a more meaningful way to connect with its audience.

&Larry developed a new brand strategy centered on the concept of finding peace and keeping an open heart, moving away from the industry-standard term 'closure'. This was codified into three pillars—Conversation, Compassion, and Continuity—and represented by a new visual identity featuring an ellipsis. The rebrand included a comprehensive brand architecture for future growth and new guidelines for imagery and content. The results included a warmer brand perception, improved internal alignment, a two percent increase in market share, and better brand positioning recall.

Direct Funeral Services