A website to make funerals easier.
Nobody wants to say farewell. But when the time comes, we want our farewells to be perfect. The idea of a perfect farewell is different for every family—for some it’s a quiet gathering at home, a simple service under a gum tree, or a traditional ceremony in a place of worship. Yet when dealing with grief, and the pressures that come with organising a funeral, it’s hard to focus on farewell.
Greenfields Funerals aims to make funerals feel less stuffy, more modern, and approachable. We were asked to help them do this by delivering a brand strategy and new website.
Project Overview
2025
Funeral Services
Brand Strategy
Website
205%
New Users
57%
Increase in Events
8%
More leads phone
28%
More leads online
Greenfields Funerals, Celebrating Life Made Simple
Greenfields wants to disrupt funerals
People don’t tend to think about funerals until they do. Then when the time comes we try our best to navigate the process the best we can. Sadly, a quick survey of funeral directors reveals a lack of transparency and a stuffy feeling that seems outdated, and full of cliches; older people in dinner jackets holding an umbrella with their backs to camera, for example. Not to mention the many providers who focus on sales and outsource service delivery. But that’s not who Greenfields Funerals is or what they want to be. More specifically, Greenfields Funerals want to feel approachable, transparent, and focused on providing value to families in the community. We were engaged to develop a brand strategy and website to help them do this.
Designing from a place of empathy
The essence of Greenfields’ brand is the perfect farewell. The idea of a perfect farewell is different for every family—for some it’s a quiet gathering at home, a simple service under a gum tree, or a traditional ceremony in a place of worship. Yet when dealing with grief, and the pressures that come with organising a funeral, it’s hard to focus on farewell. That’s why Greenfields’ local funeral directors do what they do. It’s why they provide a personalised experience for every customer. It’s why the person you first meet will guide you through the process and take care of the arrangements. And it’s why they don’t treat funeral planning like ordering from a menu.
This was all top of mind when we were designing the website. Our intention was to create a site that’s easy to navigate, provides the most important information up front, and feels more approachable than others in the category. The result is a bright site that uses minimal imagery that’s optimised for discovery and usability.
Since launching the new site in April 2025, Greenfields has seen an increase in site traffic and leads. As a result, Greenfields Funerals have been able to help more WA families focus on their perfect farewell.
