Gillis Edman is a well established funeral agency and family law firm in the South west region of Sweden. Over the years, they have challenged a traditional industry by being more personal. They are Sweden’s only HBTQI-certified funeral agency, and being the personal choice is their specialty in everything from funerals to family law. A changing media landscape and their need to fit more of life’s stages into their offering was the canvas for developing Gillis Edman 2.0.
The new identity needed to fit life’s all stages under the same visual roof and still be interesting, engaging and distinctive. So, our key insight for achieving this was to, quite literally translate their warm personality into their visual language. Human warmth, and personal services. This remained our guiding light throughout the project.
The result is a warm, earthy identity where illustration plays a leading role – giving every communicative surface a human touch. The monochrome, green color palette provides versatility whilst establishing Gillis Edman as “the green company”.
The illustrative world of Gillis Edman is a mix of old and new. Although being digitally made, there is a hand drawn look to them that brings old Swedish story books to mind. Strong lines and painted edges make up the perfect mix between rough and refined. The objects mean to paint abstract pictures where everybody can fill in their own stories – making them versatile enough to fit many messages.