Aaron came to me with a story most celebrants could only dream of and no idea how to use it. Thirty years on the frontline. A career change nobody saw coming. Five services instead of one.
We started with video sessions. His history, his goals, his challenges, his ideas and everything in between. Then I gave him a document of bespoke questions built to draw out the deep and unusual answers. The things you'd never put on a website, but that tell me exactly who someone is.
That's where the strategy came from. Not a template. Him.
From there I defined every parameter of the brand. Who he's for, who he's not for, how he sounds, what the work has to do. All shaped so Aaron can speak to it like it's second nature. Because a brand strategy only works if the person living it doesn't have to think about it.
It all landed on one line that carries everything.
Life comes in waves. He's spent thirty years riding them with strangers. Now he's here for yours.
Four colours, each anchored in something real from Aaron's story. Forest, for thirty years of showing up on people's hardest nights. Slate, the morning after a hard week. Sun, the joke that lands at the wake. Paper, plain words that say what needs saying.
Aaron is a no bullshit guy. He brings authenticity and humour to situations most people tiptoe around, and the copy had to do the same. Anything polished or scripted would have been lying about who he is.
So every word sounds like him. No welcome messages. No celebrant-speak. His funeral page opens with "This is the hard one. Take your time on this page."
Because when someone's choosing the person who'll hold the biggest moment of their life, they're not comparing services. They're deciding whether they trust you.
A custom site built from scratch, mobile first. Someone planning a naming day is in a completely different headspace to someone organising a living wake for a dying parent. The site gives each moment its own room while one brand holds it all together.
It's also built to grow. Aaron's business is young. New services are coming, real photography is on its way, and his offering will keep evolving as the work rolls in. The site is structured so all of it can slot in without a rebuild. New pages, new sections and new content drop straight into the existing system. The brand holds its shape while the business finds its feet.
Instagram built from zero, for a bloke who'd never thought about marketing in his life.
Aaron can hold a room of two hundred people without notes. Ask him to plan a month of content and he's lost. So the work here wasn't just building the account. It was teaching him a whole marketing avenue from scratch, in a way that made sense to him.
I built a four-pillar content framework that turns his everyday life into content he can recognise on his own. The structure matters. Random posting confuses an audience and burns out the person doing it. Pillars mean every post has a job, the page tells one clear story, and Aaron always knows what to post next instead of staring at his phone.
A pinned three-panel introduction, a posting rhythm built for someone starting out, and a framework he now runs himself. Not a calendar that collapses in week three.
