Cardinal Funeral Homes
Cardinal Funeral Homes
Cardinal Funeral Homes
More beautiful goodbyes
More beautiful goodbyes
More beautiful goodbyes
More beautiful goodbyes
Client
Cardinal Funeral Homes
Cardinal Funeral Homes
Cardinal Funeral Homes
Services
Brand Development — Art Direction — Tone of Voice — Advertising
Brand Development — Art Direction — Tone of Voice — Advertising
Services
Brand Development — Art Direction — Tone of Voice — Advertising
Year
2025
2025
Year
2025
More beautiful goodbyes
Through four generations, the Cardinal family has served the communities of Toronto as they grieved the loss—and celebrated the lives—of their departed loved ones. A pillar of many people's lives, Cardinal had developed a professional yet utterly human service culture to support their client's during one of life's hardest moments.
As they approached their 100th anniversary, and having supported thousands upon thousands of funeral services, Cardinal Funeral Homes saw an opportunity to explore the evolving nature and relationship of funeral homes and end-of-life services in the modern era. Rebranding a 100-year-old company, especially one rooted in grief, is a rare challenge.
More beautiful goodbyes
Through four generations, the Cardinal family has served the communities of Toronto as they grieved the loss—and celebrated the lives—of their departed loved ones. A pillar of many people's lives, Cardinal had developed a professional yet utterly human service culture to support their client's during one of life's hardest moments.
As they approached their 100th anniversary, and having supported thousands upon thousands of funeral services, Cardinal Funeral Homes saw an opportunity to explore the evolving nature and relationship of funeral homes and end-of-life services in the modern era. Rebranding a 100-year-old company, especially one rooted in grief, is a rare challenge.
The Enemy
Funeral homes occupy a funny place in our society. Ultimately, we all encounter them one way or another. Yet they are often pushed to the sidelines and expected to stay out of our lives until they are absolutely needed. Sombre, serious, even dark and grim, they are often thought of in terms of caricatures from popular fiction more often than they are seen as a critical service provider.
As a home that has served thousands of clients over almost 100 years, Cardinal knew it was time to change the narrative, and gently subvert our expectations of how a funeral home should look, speak and behave. They came to the Friends with a compelling brief: help us tap into what makes us so special to those we serve — our humanity and care.
The Enemy
Funeral homes occupy a funny place in our society. Ultimately, we all encounter them one way or another. Yet they are often pushed to the sidelines and expected to stay out of our lives until they are absolutely needed. Sombre, serious, even dark and grim, they are often thought of in terms of caricatures from popular fiction more often than they are seen as a critical service provider.
As a home that has served thousands of clients over almost 100 years, Cardinal knew it was time to change the narrative, and gently subvert our expectations of how a funeral home should look, speak and behave. They came to the Friends with a compelling brief: help us tap into what makes us so special to those we serve — our humanity and care.
The enemy
Funeral homes occupy a funny place in our society. Ultimately, we all encounter them one way or another. Yet they are often pushed to the sidelines and expected to stay out of our lives until they are absolutely needed. Sombre, serious, even dark and grim, they are often thought of in terms of caricatures from popular fiction more often than they are seen as a critical service provider.
As a home that has served thousands of clients over almost 100 years, Cardinal knew it was time to change the narrative, and gently subvert our expectations of how a funeral home should look, speak and behave. They came to the Friends with a compelling brief: help us tap into what makes us so special to those we serve — our humanity and care.
01
01
The logo evoked the crest of the family's namesake — the cardinal. Some believe the cardinal has spiritual meaning during death, serving as a guide to those who had passed. Surprisingly, despite almost 100 years of business, this concept had not found a way into the brand!
The logo evoked the crest of the family's namesake — the cardinal. Some believe the cardinal has spiritual meaning during death, serving as a guide to those who had passed. Surprisingly, despite almost 100 years of business, this concept had not found a way into the brand!
02
02
The visual identity pairs a warm, soft palette with lush florals and custom contour illustrations. A refined mark nods to the cardinal as a quiet, symbolic presence of remembrance. Warm colours and visuals meant to evoke a sense of serenity and comfort.
The visual identity pairs a warm, soft palette with lush florals and custom contour illustrations. A refined mark nods to the cardinal as a quiet, symbolic presence of remembrance. Warm colours and visuals meant to evoke a sense of serenity and comfort.
04
04
We worked with the Cardinal Funeral Home family and team to revisit the tone for the Cardinal brand through the lens of history, holding hands with a voice that speaks like someone who is with you during your hardest moments, yet authentically human. Balancing sensitivity with hope, 'More Beautiful Goodbyes' became the new brand promise.
We worked with the Cardinal Funeral Home family and team to revisit the tone for the Cardinal brand through the lens of history, holding hands with a voice that speaks like someone who is with you during your hardest moments, yet authentically human. Balancing sensitivity with hope, 'More Beautiful Goodbyes' became the new brand promise.
