17.9.13

BBC Farm Fixer: Pets Farewell - Pet and Horse Crematorium

Earlier this year I was asked again to take part in BBC Northern Ireland's Farm Fixer, with Nick Hewer, produced by Waddell Media. The business I was teamed up with was an unusual one - a pet crematorium near Moira in County Down with the difficult name of 'Craigycor'.

The name was my brief - to come up with a new one which set the business apart from its competitors and which was trademarkable in the UK and RoI, available as a web address, and which would strike an emotive chord with potential clients. The passing of a much-loved pet is a death in the family, and the grieving owners go through a bereavement experience which is just as traumatic as the death of a human being. The new name needed to really connect with people who are grieving, and give them immediate reassurance that they were putting their last memories of their pet in the hands of an organisation they could trust.

When I met the owners, Ian and Karen Matthews, and spent some time with them understanding not just what they do but, critically, how they do it, we began a process which captured all of the compassion and sympathy which they offer to their clients. The process resulted in the name 'Pets Farewell - Pet and Horse Crematorium', which was presented to them live on camera. Thankfully they loved it (phew). I also gave some simple design advice on using a respectful dark grey as the corporate colour, and created a very simple logo. Some applications are shown below.

Ian and Karen have applied the new name to the business by themselves, and by all accounts it has succeeded in giving them the two key ingredients of any strong brand - standout and trust. Some months later, two friends of mine went to Pets Farewell after the death of a much-loved pet collie. The name was one of the factors in their choice, and the brand experience lived up to all expectations. You can visit Pets Farewell on Facebook here.

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