Values-based rebranding – a DESIGN that carries.

For over 100 years, the socially oriented funeral services provider GBI has accompanied people across the greater Hamburg region – caringly, reliably and across cultural, denominational and philosophical boundaries. At its centre stands the individual, and the understanding that death is part of life – as individual as life itself.

With the new claim "Giving death a place in life", GBI brings its attitude to the point: an open, dignified and appreciative approach to death, farewell and grief. These values were jointly defined in a brand workshop and form the foundation for the new visual identity – one that gives visibility to the invisible and language to the unspeakable. Instead of dark symbolism, it creates space for dialogue, openness and new perspectives.

At the centre of the relaunch was the development of a comprehensive corporate identity across every touchpoint. GBI was strategically repositioned, its brand and product architecture sharpened, and the new guiding idea "Giving death a place in life" translated both conceptually and visually.

Based on this realignment, a modular corporate design emerged – far more than a classic rebrand. A new logo and a structured logo family clearly organise sub-brands such as funeral services, funeral floristry and fair renting. Colour palette, typography, imagery and tone, as well as analogue and digital media – internal and external – were redefined on-brand. The result: a striking, versatile identity with attitude that gives GBI's sensitive social role new relevance and accessibility.

The central element is the stylised "i" – a symbol of sincerity, closeness and presence. Anchored in the wordmark, it stands for the person at the centre of accompaniment, empathy and hope. As a graphic element, it becomes a versatile figure that enters into relationship – with people, with space, with messages. A metaphor for connection, comfort and the spaces in between.

The colour palette ranges from soft natural tones to bold accent colours that reflect the diversity and vitality of life. Combinations tell stories, reflecting feelings and moments: loneliness, memory, community or hope.
The colour palette is complemented by a clear, calm typography that conveys competence, security and straightforwardness.

The imagery relies on authentic scenes: real people, relationships, touch – complemented by nature motifs and textures that make closeness and transience tangible. Without pathos, but with depth. It shows: farewell also means honouring, remembering and belonging.

The visual concept is consistently translated into physical space. The redesigned branches pick up on central statements, creating an atmosphere of orientation, calm and encounter through colour blocks, natural materials and graphic elements.
Open, warm and trustworthy.

GBI's new language also finds expression in its digital presence, the website and social media. Here, information, memory and shifting perspectives come together – in a language that unites the community: open, honest and, at times, provocative.

The visual system unfolds across every touchpoint – digital, analogue, spatial. It steps back where restraint is needed, and makes visible what often has no place: design that makes humanity tangible – and gives death a natural, cliché-free place in life.