Understanding Dying
The app to understand dying through living
_SECTOR: PUBLIC HEALTHFounded in 2023, Understanding Dying is a groundbreaking platform that aims to combine emotional wisdom with actionable advice to help individuals, families, and healthcare professionals navigate the end of life journey. In a world where death is often met with silence and uncertainty, Understanding Dying offers a shared vocabulary and knowledge base informed by America’s leading experts on death and dying.
Emergence Creative partnered with Tim Short, former hospice medical director and family doctor for over 20 years, and his team to create this brand from the ground up—developing its positioning, messaging, and visual identity. Through research, workshops, and content development, we laid the foundation for a platform designed to transform how families and health professionals approach dying. In collaboration with our digital development partners at WillowTree, we then helped bring this vision to life, creating a platform that empowers people to engage with death in a more meaningful way.
Branding | Copywriting | Graphic Design | Organization Building | Research | Strategy | Video Production_THE CHALLENGE
Despite being a universal experience, death remains one of life’s most feared and misunderstood realities. Families often struggle to find the right words, healthcare professionals face barriers in facilitating open conversations, and the fear of saying the wrong thing can lead to silence and isolation.
The lack of accessible tools and shared language around dying reinforces unrealistic expectations—keeping people from finding the connection and resolution they need. Understanding Dying was created to fill this gap, equipping individuals and caregivers with the resources to navigate the end of life with trust rather than fear.
_SEARCHING FOR THE SIGNAL
Emergence Creative set out to define what exactly was missing in this landscape and how to address it. Through extensive research, landscape analysis, and interviews with experts and those with lived experience, we uncovered the need for a structured yet flexible approach to end-of-life discussions—accommodating the diverse needs and unique circumstances of each individual and family.
A collaborative workshop with key stakeholders helped us develop the foundational concept, positioning, and narrative for Understanding Dying—ensuring it would resonate with individuals, families, and caregivers alike.
_EMERGENCE
With a clear vision in place, Emergence Creative built out the strategic and visual identity for Understanding Dying.
The visual brand reflects the deeply personal nature of the end-of-life journey. The logo’s continuous strokes symbolize the unique paths we take, while the color palette balances warmth and clarity. To ensure a cohesive identity, we designed brand guidelines, letterhead, deck templates, and marketing materials. Every element was designed to foster trust, accessibility, and a sense of guidance, making it easier for people to engage in conversations about what it means to have a good death.
_EVOLUTION
The strength of the brand’s foundation led to the next phase: building a prototype to bring the experience to life. Partnering with WillowTree, we provided creative strategy and sample content in order to design an interactive platform that combines emotional wisdom with practical guidance—ensuring users can help the people they care about face death with confidence rather than uncertainty.
To further Understanding Dying’s reach, we created a compelling pitch video that showcases its potential, positioning it for future funding and development. At its core, this platform is about ensuring that no one has to navigate the end of life alone. With the right support and shared language, a “good death” isn’t just possible—it’s within reach.