JOUW STUKJE AARDE

About the project

Natuurbegraafplaatsen van Waarde manages over 500 hectares of Dutch wilderness, offering a radical alternative to traditional cemeteries: eternal rest where nature itself takes over maintenance. By integrating “natural burials” into these landscapes, the organization generates the necessary means to protect and preserve these areas forever.

To transition from a collection of individual locations to a unified quality brand, we developed the Brand Strategy, Portfolio Structure, Visual Identity, and a 360-communication concept centered around the theme: “Jouw stukje Aarde (literally: “Your piece of Earth”). To create a cohesive House of Brands, we designed a visual system that balances the unique character of local sites with the overarching promise of the parent brand. This unity is solidified in a new logo system, where every location now carries the consistent hallmark: ‘Een Natuurbegraafplaats van Waarde’.

To make the abstract concept of ‘eternal rest’ tangible, we pioneered a distinctive visual language using Insta360 technology. By transforming vast landscapes into “mini-worlds” paired with exact GPS coordinates, we made these personal spots findable both in the field and the digital realm. This is supported by a poetic copy construct, “Here, where…”, linking personal memories to the specific soil that holds them, ensuring a memory stays rooted both physically and metaphorically.

Together with video producer Creatiive, we launched a cross-media campaign featuring real volunteers and relatives instead of actors, ensuring the stories told are as authentic as the Earth they stand on. From national TV to hyper-local social content, the message remains clear: a specific place in nature can hold a lasting personal meaning that remains connected to us forever.

‍