ABOUT: Led brand strategy for this first-time partnership between Dignity Memorial and T Brand Studio, a New York Times brand narrative exploring end-of-life planning as an essential, and often overlooked, part of responsible life planning.

THE STRATEGY: End-of-life planning is too often avoided as a morbid or taboo subject — even though it deserves the same forethought as estate or financial planning. The strategy reframed pre-planning as a final act of care: something that spares loved ones from making stressful, high-stakes decisions while in shock and grief, while also protecting families from the real financial burden of funeral costs.

THE EXECUTION: Told through the real-life perspectives of three women who had pre-planned their own final arrangements, the piece grounded an emotionally sensitive topic in candid, first-person testimony — making the case for pre-planning feel personal and human rather than transactional or clinical.

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