Crematoria Twente: Center of Excellence for Farewells
Customer
Twente Crematoriums
Our role
Strategy
Positioning
Rebranding
UX/UI Design
Web development
Deliverables
Logo
Color palette
Stylistic elements
Website
Date
Q1 2026
A new website doesn’t start with colors, wireframes, or a homepage. It starts with a fundamental question: What do you really want your brand to stand for? For Crematoria Twente, the process therefore didn’t begin with design, but with positioning and strategy.
Together, we explored how the organization wants to be perceived and how families, funeral directors, and employees currently experience it. Based on these insights, we developed a new positioning strategy that ultimately served as the foundation for a completely redesigned website and a broader communication strategy. Check out the new Crematoria Twente website.
From insights to direction
During the positioning process, it became clear that Crematoria Twente needed a brand experience that better reflected how they want to support families and funeral directors: accessible, clear, and people-oriented. Strategic sessions and discussions with stakeholders revealed a need for greater clarity, transparency, and inspiration when it comes to saying goodbye. During these strategic sessions, we engaged in dialogue with employees, stakeholders, and funeral directors. We examined the customer journey, brand experience, communication, and the role of Crematoria Twente within the region.
"It's turned out to be a modern, attractive, and fresh website. The internal feedback has been unanimously positive. I'm really happy with it! We can definitely show this off."
- Harriët Tomassen, Director of Crematoria Twente
A new image
During the positioning process, a clear brand foundation emerged for Crematoria Twente: reliable and accessible, clear and human, professional without being aloof, with room for innovation within a traditional industry. Based on these insights, we adopted an archetypal approach. This method allows us to precisely identify the feelings, behaviors, and character a brand should convey, so that strategy, tone of voice, design, and content are built around the same brand personality.
The key strategic outcome of the project was the positioning of Crematoria Twente as a center of expertise for saying goodbye and cremation. Families need clarity, guidance, and a clear overview, especially at times when they are overwhelmed with information. That is why we developed a digital environment that answers questions about cremation, saying goodbye, the final resting place of ashes, and the options Crematoria Twente offers. This transforms the website’s role from an informative corporate site into a platform that supports, inspires, and instills confidence. The great thing is that all the knowledge needed for this was already present within the organization.
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A website built to meet a need
A key insight from the project was that many of Crematoria Twente’s offerings are not sufficiently visible. From outdoor ceremonies and ash interment to informal farewells and a wide range of food and beverage options: visitors should be better able to discover all that is available. These topics were therefore given a more prominent place on the website, so that families can better navigate the site and find inspiration. We developed a new website not just based on “what looks good,” but on what visitors need.
The visual style also received a subtle refresh. We refined the existing corporate identity to better align with the new positioning. Not a complete rebranding, but a careful evolution of the logo, color palette, and stylistic elements. This preserves the familiar character while ensuring the visual identity better reflects the new positioning. For the copy, we worked closely with Door Communicatie, carefully aligning strategy, content, and tone of voice.
A foundation for further growth
The new website better reflects the image Crematoria Twente wants to project: caring, professional, and approachable. It’s a digital environment that not only provides information but also helps people explore the options available for saying goodbye and commemorating loved ones. The initial feedback from the organization was immediately positive.
The new positioning now also serves as the foundation for broader branding campaigns, social media content, and future communications. Because strategy, content, and design are built on the same brand philosophy, a single, consistent experience is created across all channels. And that is precisely where the strength of this process lies. Because a strong website doesn’t start with design alone. It emerges when you first have a clear understanding of who you are, what you want to convey, and what role you want to play in the lives of your target audience.
Want to build a brand that resonates?
A strong brand starts with a clear direction. Only then can we create a website that feels right in terms of its look, content, and feel. Curious to learn how we combine strategy, branding, and digital marketing into a single, consistent brand experience? Let’s get to know each other.
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