Thereafter — identity — 2024
Reflecting and Preparing
for Life’s Final Chapter
About
Thereafter helps individuals prepare and plan for their passing by providing secure document storage, message recording and scheduling services, along with online journaling capabilities.
Role
Graphic Design
Illustration
Illustration
Team
Client work
Un-selected Route
challenge & Execution
Thereafter is here to provide agency to individuals in navigating the inevitable occurrence of death. They aim to make the process easier by allowing people to plan for their passing with purpose, connection and peace. The platform provides users with the tools they need to capture and share with loved ones, the administrative and emotional details of their life now – so it is all there, after.
Following intensive rounds of brand strategy exercises, we managed to narrow down Thereafter’s positioning to an extremely precise target: a warm, positive, and sincere space which is empathetic, but not emotionally charged. We want to create a space for contemplation and reflection, without imposing any emotions on the user.
Following intensive rounds of brand strategy exercises, we managed to narrow down Thereafter’s positioning to an extremely precise target: a warm, positive, and sincere space which is empathetic, but not emotionally charged. We want to create a space for contemplation and reflection, without imposing any emotions on the user.
The arch that connects the words ‘there’ and ‘after’ symbolises the journey of life and the support we provide every step of the way. It also represents a horizon that brings forward feelings of hope and reflection. The wordmark is reminiscent of traditionally printed type and retains the warmth of the subtle ink blotting that comes from ink interacting with paper.
The visual identity looks to provide a tranquil space where you prepare for life’s final chapter with purpose and peace. A calculated decision was made to avoid using imagery of people in any in-app communication to prevent unintentionally evoking emotions in the user. Instead, a collection of ethereal and thought-provoking illustrations that create an immersive environment for pondering and deliberation were created and used as the core of the identity.
