Allegheny Cemetery Brand/Identity Brainstorm

1. Allegheny CemeteryBrand/Identity Brainstorm

2. Mission “Allegheny Cemetery, historically a rural burial ground, provides a beautiful, respectful resting place for the dead and serves the community as a living tribute to generations past. Our mission is to provide comfort to the families we serve by offering a peaceful environment, an elegant landscape, and a commitment to perpetually honor all of those entrusted to our care.”

3. Personality In one word.. Romantic!

4. The Romantic Period • 1750 – 1850 “The Romantic Century”(Intensified 1780-1840) • Spans French and British Industrial Revolution

5. Nature • Preoccupation with and surrender to NATURE • The closer to nature, the closer to genius • Aim to spiritually reunite man with nature, and thus his true Self • Escape from urban development and industrialism • Walking Tours – a landscape is an experience to be discovered, long walks will awaken inner artist/self and creative spark • “In a rural environment…the passions of men are incorporated with the beautiful and permanent forms of nature” – W. Wordsworth

6. …Where the Heart is • EMOTIONS over INTELLECT • HEART over HEAD • IMAGINATION over RATIONALISM… fantasy… • SENSES over REALITY • Subjectivity…. The unique and eccentric is welcomed • INDIVIDUALITY IS PARAMOUNT • Liberal… freedom for all… NOT ELITE (nationalistic) • EVERY HUMAN LIFE IS VALUABLE, each man an artist Romanticism is “Art with a Heart”

7. To Infinity… and Beyond! • A longing for the INFINITE • Poetry (art) should INTEREST MANKIND PERMANENTLY • Focus on the nocturnal…. The mythical … • Occult…. Strong belief in LIFE after DEATH • A thin veil between worlds that can be rippled or become transparent to the artist (every man an artist) • Nature is “god” like, can be atheistic…

8. Examples of Romanticism… • In Literature What is the poet? One who FEELS the experience of OTHERS as if they were himself. This connection SPANS ACROSS TIME & SPACE. Poetry is SPONTANEOUS POWERFUL FEELINGS… • William Wordsworth & Samuel Taylor Coleridge • Percy Bysshe Shelley • Lord Byron

9. Romanticism…. • In Art

10. Romanticism… • In Music • Franz Schubert • Hector Berlioz • Franz Liszt • Giuseppi Verdi

11. Allegheny Cemetery PersonalityHuman Like Traits of our Brand • Respectful (off all human beings) • Compassionate/Sympathetic – brotherly love • Approachable • Welcoming • Humanitarian • Passionate in it’s work • Idealist

12. Allegheny Cemetery DifferenceThings that separate us from the rest • OLDEST of it’s kind West of Allgheny’s (Pgh.’s Oldest) • LARGEST • ALIVE WITH LIFE – alive with nature, music, art, culture. Allegheny Cemetery isn’t dead…still alive after all these years..We are a LIVING HISTORY GARDEN, A CULTURAL CENTER for ALL!

13. Allegheny Cemetery PromiseThe emotional experience for the customer Shopping with Allegheny means.....Shopping with: • CONFIDENCE/ASSURANCE- you are in expert hands, 169 years of experience. You’re shopping with the best. • PEACE- we will take care of everything, don’t worry. • SECURITY/TRUST- nothing bad will happen to your loved one- not today and not 100 years from now. We are in this for the long haul. Your loved one is safely entrusted to our care. • COMPASSION- you are among friends, allow us to be here for you in your greatest time of need. We “get it,” and we care. • DIGNITY- because you deserve respect. So does your loved one.

14. Allegheny Cemetery Target Audience • PRE NEED everyone dies… you don’t always chose how or when, but you can chose how you’ll be remembered…forever.. • This is a permanent decision that should be given thought by the living- take ownership, this is YOUR LASTING MEMORY, who do you want to make these decisions for you? You or someone else who didn’t budget for it? They might memorialize you differently than you see yourself…than you want to be remembered…than who you are…take charge… • “PLAN YOUR LEGACY” at Allegheny Cemetery