Laurel Hill

A Cemetery Brought to Life

Laurel Hill Cemetery and Arboretum logo by J2
Services
  • Brand Strategy
  • Brand Identity
  • Brand Activation
  • Branded Environment
  • Website
Industry
  • Public Space

Bridging the Great Divide

What better place to have a picnic than a cemetery, right? Since its inception in 1836, Laurel Hill was designed for just that, a public space to honor the dead and celebrate the living. But with two distinctly different locations east and west of the Schuylkill River, and two distinctly different audiences they stood in service to, they quite literally needed to bridge their communication gaps. We dug in deep with their teams to uncover a revitalized brand voice and visual identity that represented a place for rest and recreation, where all are invited to experience history, art, and the beauty of nature.

Mono-weight logo on stationery for Laurel Hill Cemetery and Arboretum logo by J2
white and green business cards with mono-weight logo for Laurel Hill Cemetery and Arboretum logo by J2
stone engraving with latin characters

Grace and Beauty in Life and Death

The new logo effectively addresses both the living and the legacy of those who have passed, highlighting its dual purpose as a sacred resting place and a vibrant public space. By incorporating design elements that resonate with both audiences, the logo reinforces the idea that the cemeteries are not just memorials but also community hubs where people can gather, reflect, and celebrate life.

modern graphic identity system with muted green and tan color palette
old metal door with female figure

Digging Up Some Dirt

The website is elegant and rich, serving as a comprehensive resource that celebrates the vibrant culture of both the cemeteries and the arboretum. The site features a wealth of historical and current events, offering visitors insights into the unique stories and legacies that define this significant space. Detailed descriptions, engaging narratives, and stunning imagery immerse users in the rich history and natural beauty of the grounds.

overview of various mobile pages for modern website
old stone exterior with archways in park
three brochure covers featuring images and bold serif typography
exterior signage with mono weight logo type on stone building
various branded social media templates for modern brand using serif type green and tan color palette
various branded collateral templates for modern brand using serif type, green, orange, and tan color palette, and bold imagery
clean, modern, functional brand guidelines for arboretum
illustration of two happy designers opening modern door to a brick office building

Ready to
get to work?