Willow Grief brand design

Willow

Industry:
Bereavement Care
SaaS

Location:
Canada

Services:
Brand Strategy
Brand Design
Brand Guidelines
Illustration
Animation
Web Design
Web Development
Marketing
Software Design
Product Design
UX/UI Design

Collaborators:
Illustration by Sayari Banerjee

Rethinking the Bereavement Experience: Creating a Compassionate & Mindful Brand for Willow

Willow is redefining how Canadians navigate end-of-life planning and bereavement support by offering on-demand resources and personalized guidance. Function partnered with Willow to build a brand from the ground up, carefully balancing sensitivity, compassion, and trust to reflect their mission of helping families through life’s most challenging times.

Willow Grief brand design logo animation
Willow Grief brand design logo animation
Willow Grief brand design logo animation
Willow Grief brand design business card
Willow Grief brand design business card
Willow Grief brand design business card
Willow Grief brand design typography
Willow Grief brand design typography
Willow Grief brand design typography
Willow Grief brand design billboard design
Willow Grief brand design billboard design
Willow Grief brand design billboard design

The Challenge

Creating a Supportive Brand That Navigates Loss Gently & with Compassion

Willow needed a brand that addressed the deeply personal and emotional nature of grief while offering practical, trustworthy guidance. The challenge was to design a visual identity and messaging that felt compassionate and respectful while standing out as a uniquely Canadian option in the bereavement industry. The brand also needed to communicate trust and professionalism to families navigating an overwhelming time in their lives, ensuring that every detail supported their journey.

Willow Grief brand design custom illustration
Willow Grief brand design custom illustration
Willow Grief brand design custom illustration
Willow Grief brand design and web design
Willow Grief brand design and web design
Willow Grief brand design and web design
Willow Grief brand design logo animation
Willow Grief brand design logo animation
Willow Grief brand design logo animation
Willow Grief brand design ebook design
Willow Grief brand design ebook design
Willow Grief brand design ebook design
Willow Grief brand design custom illustration
Willow Grief brand design custom illustration
Willow Grief brand design custom illustration

Our Approach

Designing a Brand Identity Rooted in Trust & Sensitivity

We began by crafting Willow’s mission, vision, and values to create a brand that authentically reflects their purpose. The visual identity was designed with soft, calming tones and organic design elements to evoke a sense of warmth and approachability. Key messaging focused on empathy, support, and normalization of grief, ensuring every word resonated with families during their hardest moments.

Willow Grief brand design app design ux/ui design
Willow Grief brand design app design ux/ui design
Willow Grief brand design app design ux/ui design
Willow Grief brand design app design ux/ui design web design and custom illustration
Willow Grief brand design app design ux/ui design web design and custom illustration
Willow Grief brand design app design ux/ui design web design and custom illustration
Willow Grief brand design
Willow Grief brand design
Willow Grief brand design
Willow Grief brand design website design and ux/ui
Willow Grief brand design website design and ux/ui
Willow Grief brand design website design and ux/ui
Willow Grief brand design
Willow Grief brand design
Willow Grief brand design

The Results

A Thoughtful Brand Experience That Supports Healing & Builds Trust

Willow’s new brand has calming visuals and empathetic messaging to help families feel understood and cared for during some of their most difficult times. By creating a brand rooted in trust and compassion, Willow is well-positioned to lead the Canadian bereavement industry and support families with care and dignity.

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Next Case Study

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Let's Work Together

Whether you’re a startup looking to make an impression, or an established business looking for an impactful rebrand, we’re here to help you create a brand experience that turns heads and drives real results.

Send Us an Inquiry

Send Us an Inquiry

Send Us an Inquiry

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