Andrea Jaggs


Tilde

A brand identity for a death doula and breath guide – Death care for when the time comes. Life contemplation and planning until then. 







Tilde (til-duh) is a Toronto-based independent business founded by Jordan Cleland, a death doula and breath guide. Short-form for ‘til death, Tilde offers mortality guidance for everyone. It provides a unique blend of supportive services and events, ranging from end of life death care and planning to hosting workshops and events. Tilde wants to normalize the topic of death through contemplation, ceremony, questioning the status quo and education. Ultimately, Tilde reveals the possibilities in death and dying, and helps people to uncover more joy and embrace life. The task was to name and create an identity for Jordan’s company that would communicate her offerings and overall vision.

An identity that is approachable, joyful and intriguing was created to soften the uncomfortable topic of death. The design approach is based on the idea of Expansive Death Care, to reflect the imaginative, yet grounded qualities of Jordan's practice. The core yellow along with a supporting bright colour palette and neutrals is inspired by nature and feels upbeat, yet down-to-earth. Nature fractal patterns in brand photography evoke calm, comfort and wonder. Colourful shifting blob graphics are combined in surprising ways to add varying levels of energy or calm to communications. 

The verbal identity mirrors that of Jordan’s – relaxed, direct and often poetic. The wordmark logo is meant to feel friendly and approachable. It’s curved details give it an energy that feels alive. The imperfect circle dotted on the letter i of the logo is an element use in other areas of the system to represent life as beautifully imperfect. The typographic selection uses a serif that is a modernized version of Times New Roman, combined with a characterful sans for approachability and a contemporary feeling. 
Scope


Brand Identity
Brand Strategy
Naming
Verbal Identity
Brand Guidelines
Brand Toolkit
Art Direction
Social Content
Credits

Client:
Tilde/Jordan Cleland

Naming, Verbal Identity:
Aidan Belanger
Jordan Cleland
Andrea Jaggs

Copywriting:
Aidan Belanger
Jordan Cleland












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