For Facultatieve Groep, I led the full rebranding process—from brand strategy to visual execution. The group manages crematoria, cemeteries, and funeral centers across the Netherlands and abroad, and their identity was in need of a more contemporary, human, and consistent expression.

I developed a new visual identity inspired by the unique architecture and surroundings of each location. Every site received its own brand mark while remaining part of a larger design system, ensuring individuality within a cohesive brand family. The first five Dutch locations set the stage, with logos, websites, stationery, brochures, and on-site signage. This approach has since been expanded to 19 locations, including six international sites.

To bring the strategy to life, we also created a complete new image library. Photography was carefully developed on-site to capture the atmosphere of each place with respect and sensitivity, translating the new brand values into warm, dignified visuals.

The result is a flexible yet consistent brand system, documented in a brand guide, that strengthens the group’s identity across all touchpoints—while honoring the uniqueness of each location.