ranking for the most valuable local keywords


increase in organic traffic

Project Overview

Dillamore Funeral Service has been based in Leighton Buzzard for 100 years. To mark their century, they approached us to revisit their historic brand and craft a future-proofed brand strategy, build a new brand identity and develop a website to ensure all touchpoints are a true reflection of where the business is heading, and not stuck in the past, 100 years ago.

Dillamore Illustration

Dillamore Rebrand

Dillamore Website

Our Approach

We set to work on research and insight, we carried out a brand discovery workshop with their key stakeholders to unearth objectives, gain insight into business goals, their target audience and any brand attributes. Using this data we performed keyword research, competitor analysis and a technical audit of Dillamore’s existing website to craft an optimised site structure for success.

Creating personas helped the Dillamore team understand who they should be talking to, in a new tone of voice and communication framework to complement their brand mission, vision and story. It was important that the business came on this journey with us and through every milestone, we validated our thinking and approach in order for the team to get on board with the true reasons to believe.

Dillamore brand guidelines

Brand Building

Taking on the informed strategy, we crafted a creative brief, presented to the team and started working on their new identity.

Dillamore was founded during the Art Deco movement of the ’20s. We wanted to bring an element of this into the design to show Dillamore’s heritage. We crafted two main features of the logo that nodded towards this. The first is the ‘D’ monogram, which is a simple logo that will be used as a standalone marque or combined with the main Dillamore logotype. We crafted the logotype itself using Josefin Sans, which takes its main inspiration from the design of Rudolf Koch’s “Kabel” (1927), Rudolf Wolf’s “Memphis” (1930) and Paul Renner’s “Futura” (1927) typefaces of the same era.

To create a sensitive approach for the imagery we developed a series of original watercolour paintings of funeral scenes and local landmarks to portray the right message in a softer tone, removing the harshness of the topic but still relatable.

Dillamore leighton buzzard high street

Dillamore Illustration

Bepsoke Website 

We always seek the best solution and in this case, a WordPress website with a simple user experience was required to help walk customers through the process of arranging a funeral during a challenging and difficult time. We utilised clear call-to-actions and developed an online booking system that integrates with their back-office systems to allow customers to have the peace of mind knowing their appointment has been made and confirmed no matter what time of the day they do it.

Dillamore Website Mockup


Through a solid SEO strategy, we have Dillamore ranking #1 for their most valuable local keywords, beating household names (Co-op & Dignity) who held the top search positions for many years. We have seen a 106% increase in organic traffic and have built a content strategy that reflects their extensive experience to drive traffic and build authority.

To find out more about this project or to discuss how a similar solution may work for your brand, get in touch.