When William Purves Funeral Directors approached us back in 2010, they were ready to modernise. As Scotland’s largest independent funeral director, they needed a brand that would reflect their professionalism, heritage, and unwavering commitment to care — while standing out in an industry often perceived as traditional and reserved.
They needed to:
- Update a dated identity without losing hard-earned trust
- Bring consistency across multiple locations and materials
- Reflect a personal, compassionate approach in every touchpoint
- Prepare the brand for future growth, including new services and sub-brands
Since then, we’ve helped shape and steer the William Purves brand for over a decade, supporting its evolution as it grows, diversifies, and continues to lead with integrity.
The original brand, while respected, felt dated and inconsistent across materials. It lacked the visual strength and flexibility needed for a growing organisation. We created a refined identity that modernised the look and feel without losing the sense of heritage and trust. The result? A timeless brand mark that feels both contemporary and deeply rooted – a better reflection of the values the business lives by every day.
Plus: Graphic design, print management, signage
Rebrand
Our first project was to rebrand the William Purves Group – creating a timeless identity that would feel both modern and deeply rooted. At the heart of the new logo is an acorn motif: a symbol of growth, renewal and quiet strength. It also connects beautifully with the name of their head office, Oakvale Funeral Home, reinforcing the sense of place and heritage.
We developed a complementary acorn mark that can be used on its own where space is limited – allowing for subtle, elegant branding across everything from uniforms to vehicles and stationery.
Alongside the logo, we refined the colour palette, typography and tone of voice to better reflect the values of empathy, calm and professionalism. Comprehensive brand guidelines ensure consistency across the Group and all its sub-brands – whether used in print, online, or in person.
Website revamp
We’ve designed and developed two iterations of the William Purves website over the years — most recently focusing on streamlining user journeys for people navigating an emotionally difficult and often unfamiliar process.
We identified three key audience types:
- At-need users – those arranging a funeral urgently, often under emotional stress
- Pre-need users – those planning ahead, looking for clarity and reassurance
- Attendees – friends and family looking for practical details about an upcoming funeral
To support all three groups, we developed detailed user personas and mapped out their individual needs, priorities, and emotional states. This shaped everything from the site structure and navigation to content tone and page layouts – helping users find what they need quickly, with sensitivity and ease.
Built with care, the website supports the brand’s commitment to compassion and professionalism at every step of the user journey.
Campaign: Land Rover Hearse
The William Purves Group offers something truly unique — a Land Rover Defender hearse, providing a meaningful and distinctive send-off for those with a connection to the iconic 4×4. To reflect the individuality of the offering while staying true to the brand’s core values of dignity and respect, we developed a dedicated identity and standalone website for the Land Rover Hearse.
We also created a bold, multi-channel campaign targeting four key audiences:
- Farming families – for whom the Land Rover is part of daily life and legacy
- City-based enthusiasts – who admire the vehicle’s classic design and status
- Adventurers – those with a love of the outdoors and a life lived boldly
- Land Rover families – where memories were made in the back seat or on muddy tracks
Through carefully crafted messaging, design and imagery, the campaign speaks to individuality and connection – offering a final journey that’s as personal as it is respectful.
Campaign: Purves Repatriation
Purves Repatriation is a specialist service dedicated to bringing loved ones home from abroad – a process often complicated and deeply emotional. To communicate clearly and compassionately with international partners and families alike, we developed a focused sub-brand and a standalone website designed to offer clarity and calm authority throughout.
Our work included creating a full brand identity and comprehensive toolkit tailored specifically for Purves Repatriation. This encompassed logo design, colour palette, typography, and brand guidelines to ensure consistency and professionalism across all touchpoints.
We also provided detailed copy editing and messaging development to make sure the tone struck the right balance between empathy and expertise, helping to reassure families during difficult times while supporting smooth international coordination.
Campaign: Acorns Bereavement Support
To support families beyond the funeral, William Purves launched Acorns – a free bereavement support service. We helped develop the sub-brand, tone of voice, and printed materials for Acorns, ensuring it felt welcoming and distinct while remaining firmly within the William Purves brand family.
Results
More than a decade on, William Purves remains a valued long-term client. Their brand is stronger, more visible, and more adaptable than ever – with a suite of sub-brands and assets that allow the team to communicate clearly and compassionately with every audience.
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