Identity Manual · 2026
Brand
Guide
The visual identity and communication standards for Willow Tree Funerals —
Hurstville & Macquarie Links, Sydney NSW.
02 — Logo
The Willow
Tree Mark
The logo combines a detailed willow tree illustration with refined spaced capitals. The cross motif within the "O" reflects the brand's Christian faith foundation. The scripture reference "John 14:1-3" anchors the brand in hope and eternal comfort — a cornerstone of Catholic and Christian funeral tradition.
"I am going there to prepare a place for you." — John 14:2
Primary — Dark on Ivory
Reversed — White on Navy
On Royal Blue (Hero / Header)
On Light Blue (Section Backgrounds)
Clear Space Rule
Always maintain a minimum clear space equal to the height of the letter "W" in "WILLOW" around all sides of the logo. Never crowd the logo with other elements, text, or imagery.
Logo Don'ts
- ✗ Do not stretch or distort the logo proportions
- ✗ Do not place the dark logo on dark photographic backgrounds
- ✗ Do not use the logo smaller than 120px wide in digital contexts
- ✗ Do not recreate or alter the tree illustration or typography
- ✗ Do not remove the scripture reference "John 14:1-3"
Inspired by the deep, reverent tones of Catholic tradition — the rich royal blue of vestments, the warmth of candlelight gold, and the purity of ivory. Click any swatch to copy the HEX value.
03 — Colours
Colour
Palette
Navy
oklch(0.18 0.04 250)
Primary text, dark backgrounds, footer
Royal Blue
oklch(0.38 0.12 255)
Primary brand colour, CTAs, headers
Mid Blue
oklch(0.50 0.13 255)
Hover states, secondary elements
Light Blue
oklch(0.90 0.04 255)
Section backgrounds, card highlights
Ivory
oklch(0.98 0.01 90)
Page background, card backgrounds
Ecclesiastical Gold
oklch(0.65 0.10 75)
Premium accents, scripture, awards
Silver
oklch(0.80 0.00 0)
Subtle borders, disabled states
The Blue of Faith
Royal Blue (#1B4B8A) is the soul of the brand — evoking the deep blue of the Virgin Mary's mantle, the dignity of Catholic vestments, and the trust of a steady presence in times of grief.
The Gold of Reverence
Ecclesiastical Gold (#B8973A) is used sparingly — for scripture references, premium touches, and moments of sacred emphasis. It echoes the gold of church altars and candlelight.
The Ivory of Peace
Ivory (#FAF8F2) replaces cold white throughout — it is warm, calm, and welcoming. It is the colour of a chapel wall bathed in morning light, never clinical or sterile.
04 — Typography
Type
System
Three typefaces work in harmony: Playfair Display brings warmth and heritage to headings; Montserrat provides clarity and modernity for body text and UI; Libre Baskerville adds gravitas to scripture and pull quotes — the voice of the sacred text.
Max heading weight: 600 (SemiBold) — never bold or heavier
Headings · H1 – H4
Honouring Life
Playfair Display
Serif elegance. Weight 600 maximum. Used for all headings, hero text, and section titles. Conveys heritage and dignity.
Body · Navigation · Buttons
Compassionate care for every family
Montserrat
Clean sans-serif. Weights 400 (body), 500 (buttons/labels), 600 (emphasis). Always uppercase for navigation and CTAs.
Quotes · Scripture · Accent
"Let not your heart be troubled."
Libre Baskerville
Italic for pull quotes and scripture. Regular for formal accent text. Echoes the gravitas of sacred texts and liturgical writing.
Type Scale
4.5rem · 600
Honouring Life
3rem · 600
Funeral Services in Hurstville
2.25rem · 600
We Are Here to Help
1.5rem · 600
Celebration of Life Services
1.125rem · 400
Compassionate care for families across Sydney.
0.9375rem · 400
We journey with you through every step of the process.
0.75rem · 500
ABOUT US · SERVICES · CONTACT
1.125rem · 400
"Do not let your hearts be troubled." — John 14:1
05 — Photography
Photography
Style
Photography should feel hopeful, warm, and dignified — never clinical or mournful. Soft natural light, genuine human connection, sacred spaces, and the beauty of nature are the core visual themes.
✓ Do Use
- —Soft, diffused natural light — golden hour preferred
- —Genuine human connection — holding hands, supportive gestures
- —Sacred spaces — churches, chapels, memorial parks
- —Nature imagery — willow trees, calm water, soft florals
- —Dignified ceremony photography — respectful and composed
- —Warm tonal palette — ivories, blues, and soft golds
✗ Avoid
- —Harsh, clinical, or overly dark imagery
- —Artificially posed or generic stock photography
- —Images that feel mournful or distressing
- —Busy, cluttered backgrounds that distract from the subject
- —Oversaturated or heavily filtered photography
06 — Brand Values
What We
Stand For
"Do not let your hearts be troubled. You believe in God; believe also in me. My Father's house has many rooms… I am going there to prepare a place for you."
— John 14:1-3
Compassionate Care
We listen, care for, and guide each family with unwavering empathy. Every family deserves to feel heard, supported, and respected throughout their journey.
Faith & Dignity
Rooted in Christian faith, we honour Catholic, Protestant, and all faith traditions with reverence. We understand the sacred nature of farewell and treat every service as an act of worship.
Meticulous Attention to Detail
We believe the most meaningful memorial services are built on the small, wonderful details that made a loved one truly special. Nothing is too small to matter.
Community Commitment
We actively give back — supporting International Women's Day, Australia's Biggest Morning Tea, and providing specific care for families experiencing miscarriage. We are part of this community.
Funeral Director & Owner
Bruce Missen
Bruce Missen founded Willow Tree Funerals with a deep commitment to serving families across Sydney's St George, Sutherland Shire, and South West regions. His approach is personal, compassionate, and guided by faith — ensuring every farewell is as unique as the life it honours.
07 — Voice & Tone
How We
Speak
We speak as a trusted guide and a comforting friend. Our language is warm, clear, and uplifting — focusing on the celebration of life and the healing journey, not the logistics of death.
Empathetic
We acknowledge pain without dwelling in it. We meet families where they are.
Professional
We are expert and trustworthy. Our language is clear, never clinical or cold.
Reassuring
We guide families through uncertainty with calm confidence and clarity.
Uplifting
We focus on celebrating life, creating meaning, and finding hope in farewell.
Language Examples
We process the deceased efficiently.
We bring your loved one into our care with the utmost dignity and respect.
Cheap funeral packages available.
Beautiful farewells tailored to your family's budget.
Body collection and preparation services.
We gently bring your loved one into our care and prepare them with reverence.
Death notice submission.
Share the news of your loved one's passing with the community they touched.
08 — Locations & Market Strategy
Two Locations.
One Standard
of Care.
Willow Tree Funerals operates from two strategic locations — serving the established St George community from Hurstville, and pioneering a premium presence in Sydney's rapidly growing South West corridor from Macquarie Links.
Location 01
Hurstville
118 Durham Street, Hurstville NSW 2220
Our founding location in the heart of the St George area. Serving Hurstville, Kogarah, Rockdale, Bexley, Penshurst, Mortdale, and the wider Sutherland Shire. A trusted name in the community for over six years.
Service Area
St George · Sutherland Shire · Inner South Sydney
Location 02
Macquarie Links
Macquarie Links, NSW 2565
Strategically positioned between Campbelltown and Liverpool — the only premium, faith-based funeral home in the area. Serving families across South West Sydney and the rapidly growing Macarthur region, with direct access to the new MacArthur Memorial Park at Varroville.
Service Area
Campbelltown · Liverpool · Ingleburn · Narellan · Gregory Hills · Varroville
Strategic
Strategic Opportunity
MacArthur Memorial Park — Sydney's Newest Cemetery
MacArthur Memorial Park (166-176 St Andrews Rd, Varroville NSW 2566) is Sydney's first new greenfield Crown cemetery since the 1920s — 113 hectares, multi-denominational, with an architecturally designed chapel and over 136,000 burial plots. Now open. Willow Tree Funerals at Macquarie Links is positioned as the closest premium funeral director to this landmark cemetery, making us the natural first choice for South West Sydney families.
South West Sydney Service Areas
09 — Application
Design
in Action
The brand system applied across digital touchpoints — buttons, form elements, cards, and mobile UI. Every element reinforces the same values: dignified, warm, and trustworthy.
Button System
Service Card
Traditional Funeral
A full funeral service with burial or cremation, conducted with dignity and personalised to honour your loved one's life.
Catholic Funeral Mass
A reverent Requiem Mass coordinated with your parish priest, honouring the Catholic tradition of commending the soul to God.
Celebration of Life
A personalised, uplifting service that focuses on the joy and legacy of a life well lived — in any venue, any style.
Mobile UI Mockup
Serving Families
Across Sydney
Our Services
Traditional Funeral
→Catholic Mass
→Celebration of Life
→Design Token Reference