What will you leave behind?
Situation: When Guardian Angel was bought by Octopus, it opened the door for change. To make planning for death meaningful and exciting, not something we avoid.
Response: While competitors raced to the bottom on time and price, we took Octopus Legacy in a new direction. Positioning it as a challenge: to connect more deeply with the people you love, in life, and in death.
Guardian Angel.
Where we took the new brand.
Brand personality and tone of voice.
