Octopus Legacy

What will you leave behind?

Brand Strategy
Brand Story
Tone of Voice
Personality
Design Partnership
Copywriting

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What if death was less of a full stop – and more like a question?

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Key Copy

Death. The full stop waiting for us at the end of our lives. But what if we’re thinking about it all wrong?

“Amazing work from an incredible team…Thank you for pulling it out of the bag to deliver such life and nuance in such a complex and potentially dreary space.”

– Eliza Elliott, Head of Brand & Growth Marketing

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How do we get people to engage with death?

Sam, the founder of Guardian Angel, built an impressive tech business after losing his mother unexpectedly and experiencing all the admin and fees that came with it. It was a “one-stop-shop” for death with wills, probate, support hubs that promised to make the experience easier.

When Guardian Angel was acquired by Octopus Group, it opened the door to tell an even bigger story. To go beyond functional sells and show the importance of engaging with death throughout our lives. And build a relationship with customers in a category filled with distrust.

The Insight

Death connects us

People are not prepared for death. Practically, financially, emotionally. And why would they be? Our brains are actually hardwired to avoid it. That’s because we see death as the end, disconnection from all we know and love.

But if we let it, death has the power to connect us. To ourselves. Our purpose. One another. While we’re here, and after we’re gone. And if we start to think about our legacy – what we will leave behind – it opens up the conversation.

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Making death a conversation full of life

You get to leave the person you love one thing: what is it? What secret don’t you want to take to the grave? In a sentence, how do you want to be remembered?

While competitors raced to the bottom on time and price, the team wanted to show how meaningful planning for death can be. With a new name – Octopus Legacy – we positioned the brand as a challenge: to shape a legacy which connects you to the people you love, in life and in death. Inviting people to share more than money: voice notes, music, recipes. Add to it as life changes. And co-create it in conversation with friends and family.