An Edinburgh-based creative studio is preparing to completely overhaul Scotland’s largest independent funeral directors, its co-founder has told allmediascotland.
Julie Diver, managing director of 39steps, said funeral directors, William Purves Ltd, is set for a sea-change in strategy inside six months, after the graphic design firm, along with advertising agency, mightysmall, were selected to manage the brand, marketing and advertising for the company.
The collaborative venture beat off two rival bids for the contract and Diver is confident the pair can deliver the changes required to turn Purves into a much more powerful player within the sector.
Said Diver: “At the moment William Purves has a very good reputation but there is a whole swathe of the market that do not actually know they exist. Our task is to bring their services into much more wider awareness.
“We are going to change the identity, look at who their target audience is and completely rebrand the company… looking at their tone of voice, the key message sent to people so they can differentiate themselves from other funeral directors -pretty much everything.”
The funeral directors can look forward to a new website with any printed marketing material all set to be redone, Diver added.
She continued: “We are going to take the essence that is William Purves, which has been established for so long, and reduce the message down to a few key facts that makes them unique.”