Andrew Smith Funeral Services is a long-established, independent funeral provider with a reputation built on professionalism, care, and tradition. Their original branding – featuring deep green and gold tones paired with the classic Bodoni typeface – was intentionally chosen to reflect the early 18th-century heritage of their premises and convey a sense of timeless quality.
While this identity had successfully supported the business for many years, evolving expectations and digital requirements began to highlight its limitations.
During a review of the company’s website, it became clear that the existing brand identity was becoming restrictive. The heavy colour palette and delicate typography, while historically appropriate, lacked flexibility and clarity, particularly in modern digital applications.
At the same time, the client faced a delicate balancing act:
The objective was clear: evolve the brand in a way that retained its essence while improving relevance, accessibility, and visual appeal.
Rather than implementing a radical redesign, a considered, evolutionary approach was adopted. This ensured continuity while addressing the limitations of the existing identity.
Extensive research into heritage-inspired colour palettes and typography informed the creative direction, ensuring all updates remained authentic to the brand’s roots.
Colour Palette
The original deep green base was replaced with a warm, earthy dauphin blue, introducing a more contemporary and versatile foundation. A broader, more nuanced palette was developed to add subtle variation and visual interest while maintaining a respectful and understated tone appropriate to the sector.
Typography
The existing Bodoni-style typeface was refined to improve usability. While retaining a classic aesthetic, the updated font removed delicate hairline strokes that previously hindered legibility, particularly at smaller sizes and across digital platforms.
Monogram
The ASFS monogram was simplified to enhance clarity and recognition. The refined mark preserved familiarity while delivering a cleaner, more modern appearance.
The refreshed identity was consistently applied across all touchpoints to ensure cohesion and impact. This included:
Each element was carefully aligned to reflect the organisation’s values of quality, care, and professionalism.
The rebrand successfully positioned Andrew Smith Funeral Services for the future while respecting its past. Key outcomes included:
• Increased local presence
• Growth in market share
• Improved digital performance and usability
• A more flexible and scalable brand system
“Ed and his team took the time and effort to fully understand our business and the unique sector in which we operate, which has proven invaluable to achieving results that truly reflect our business and ambitions. Williams and Crosby is focused on delivering an exceptionally high standard of creativity, service and added value. I have nothing but praise for the work that they do for us and have no hesitation, whatsoever, in recommending them.”
The rebrand of Andrew Smith Funeral Services demonstrates the value of thoughtful evolution over radical change.
By carefully balancing heritage with modern design principles, the project delivered a refined, adaptable identity that enhances both customer experience and business performance. The result is a brand that remains rooted in tradition while confidently meeting the expectations of today’s audience.
