Responses by Civilization
Background: Recompose offers natural organic reduction, a process that gently converts human remains into soil. It is the first of its kind in the world, and its new facility in the State of Washington is being designed by renowned architectural firm Olson Kundig. The branding we designed visually embodies the Recompose story and mission, and the site also allows for services to be purchased. People will be introduced to the Recompose brand and website with varying states of need, emotion and understanding. Some people may have just heard about this innovation in sustainability and want to learn more; some people are planning their own future death services, while others could be in immediate need of services and in the beginning stages of grieving a loved one.
Reasoning: Recompose didn’t have an existing identity that suited their needs. When we started our work, Recompose just had a basic Squarespace template website, so we were able to build the visual language, identity system and site structure from scratch. To start, we designed a visual identity system with the Recompose mark, animations and iconography that helped illustrate the Recompose process. The use of branching in the Recompose icon evokes a feeling of growth and connection. It references family trees and root systems, signifying the physical communities that come together during the milestone of death, as well as the natural networks that make up our ecosystem.
We wanted every element of the Recompose brand to be tactile—to feel as if it was from the earth yet guided by human touch. The team collected items from our local Northwest forests to create a series of intentional, natural tableaus captured by photographer Amanda Ringstad. These tableaus are featured throughout the website, as well as in the physical and digital collateral. The identity system will also help guide us for future packaging and environmental graphics used on Recompose vessels and throughout its facilities.
Challenges: Recompose is truly one of the most innovative and revolutionary advancements in sustainability and death care in our lifetime. For every person who chooses Recompose over conventional burial or cremation, one metric ton of carbon dioxide is prevented from entering the atmosphere. That said, death is one of the most taboo and difficult topics to discuss. And the concept of turning our bodies into soil when we die is a radical shift in how we’ve viewed end-of-life for centuries. The biggest hurdle was creating a space that drew people in, allowed them to see past any preconceived notions they may have about funerary practices and simply learn more.
Favorite details: When one thinks of the funeral industry, certain feelings and visuals are conjured—somber, traditional and conservative—all of which we wanted to avoid while still being respectful and empathetic. We’re proud of the direction we took in developing Recompose. Every element is informed by nature, intentional and joyful. For example, Recompose’s color story, used throughout the site as you pass through different sections, is composed of a series of soft gradients that fade into one another, similar to the quiet passing of the seasons.
Anything new: We approached the design through the lens of biomimicry and let the principles of nature and science drive the project. We paired vector iconography with raw, natural materials, and in some instances, soil was used as a natural backdrop.
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